In 2011, for first time in history, Slovakia had the opportunity to host The Ice Hockey World Championship and Orange Slovakia became its official partner.The campaign ran from 25th March through 29th April 2011. The Lucky Puck travelled for 33 days through nearly 50 cities and towns in Slovakia.Those who didn't have the opportunity to see the puck in their home town were able to send their bit of luck virtually.A massive spontaneous PR campaign was created by local media and fans in each visited city and place. At the end of its pilgrimage, the puck ended up in the hands of the referee who dropped it onto the ice in the opening face-off of our team's first game in the World Championship.157,229 fans of the Slovak team touched the puck.This means that someone touched the puck about every 6 seconds. Fans sent 102,638 virtual touches.

The campaign, which ran from 25th March through 29th April 2011, was launched at its christening in Bratislava. The Lucky Puck was christened by Slovak hockey legend Peter Stastný and then traveled for 33 days through nearly 50 cities and towns in Slovakia.The specially modified base with Lucky puck held a touch counter. Those who didn't have the opportunity to see the puck in their hometown were able to send their bit of luck virtually on www.osporte.sk. A sports-themed website under the Orange name.All information about the Lucky Puck initiative was directed to the website. At the end of its pilgrimage, the puck ended up in the hands of the referee who dropped it onto the ice in the opening face-off of our team's first game in the World Championship.

The Lucky Puck travelled for 33 days through nearly 50 cities and towns in Slovakia.157,229 fans of the Slovak team touched the puck.This means that someone touched the puck about every 6 seconds.Fans sent 102,638 virtual touches.The spontaneous publicity generated a value of almost 2.5 times that of paid media space.