The Ice Hockey World Championships have long been one of Finland’s most‑watched sporting spectacles, drawing millions of viewers who gather around their televisions for each match. In the past, the commercial slots that punctuate the action were often treated as inevitable interruptions, with many fans reaching for the remote or scrolling on their phones.
Playful Breaks Redefine Sports Advertising
This year, Biltema, the Finnish home‑improvement retailer, partnered with Dentsu Creative Finland to flip that dynamic on its head. Instead of passive spots, the agencies crafted a series of mini‑games that could be played directly from the couch, turning each break into a brief, interactive challenge.
Every commercial showcased a different prize — ranging from Biltema’s popular power tools to kitchen gadgets — and invited viewers to compete in a quick digital game that could be accessed via a simple on‑screen prompt. The result was a surge of participation, with more than 35,000 game plays recorded throughout the tournament.
Mikael Nemeschansky, Executive Creative Director at Dentsu Creative Finland, explained the philosophy behind the stunt: “We wanted to create advertising that doesn’t feel like advertising. By giving fans a reason to stay engaged, we turned a traditionally ignored moment into a shared experience.”
The interactive spots succeeded beyond the immediate excitement. Each game directed viewers to Biltema’s website, extending the campaign’s reach well after the final whistle. The traffic generated from these post‑game clicks underscored the lasting impact of blending play with promotion.
Industry observers note that the experiment signals a shift in how brands approach sports broadcasting in Finland, where the line between content and commerce is becoming increasingly porous. As audiences demand more interactive experiences, advertisers are experimenting with formats that reward attention rather than merely interrupt it.