Intuit QuickBooks is using the 4 Nations Face-off as a platform to connect with and support small-business owners in the hockey hotbed of Quebec.

The company’s holographic, experiential activation at the NHL’s mid-season event in Montreal is an opportunity to engage more deeply with the province’s entrepreneurs during a tough time, says Kelly-Ann Massingberd, the interim marketing director at Intuit QuickBooks Canada.

“Small businesses are the backbone of the economy, yet they face increasing challenges,” Massingberd says, pointing to Intuit data which shows Quebec having the largest decline in small-business employment in Canada.

Engaging with small businesses aligns with Intuit’s goal of equipping Canadian entrepreneurs with tools, knowledge and financial solutions. Massingberd says the brand’s efforts to connect with the audience date back to the launch of the “Business Differently” campaign in Canada in 2023.

The rollout evolved into “Built Different” in 2024, which emphasized the unique mindset of entrepreneurs. The initiatives provided the basis for the brand to now draw a parallel between small-business owners and NHL stars, Massingberd says.

“Our partnership with the NHL provides us with a unique opportunity to foster connection and conversations with the Canadian business community, especially as we start to see the face of entrepreneurship change,” Massingberd says. “By leveraging hockey’s significance in Canada, this activation creates a meaningful connection between small-business resilience and the passion of the sport, reinforcing QuickBooks’ commitment to supporting entrepreneurs while engaging a highly passionate audience.”

The 4 Nations Fan Festival at Montreal’s Windsor Station features a life-size holographic cube that allows visitors to step into a virtual hockey game alongside the likenesses of NHL players Cale Makar and William Nylander. To sweeten the experience, Montreal-based startup La Boîte à Bonbons is offering complimentary bags of candy to the first 1,000 fans who share their hologram photo on social media.

The activation will be promoted through OOH, social media, on-site attendee engagement and public-relations activities. QuickBooks is also working with Montreal event and lifestyle companies to showcase the experience.

FCB Canada is behind the creative, Proof Experiences led the on-site activation and Edelman is responsible for PR. Initiative is handling media buying.