Objective: Increase Canada Drives' brand awareness during the playoffs and the 109th Grey Cup through a strategic partnership with the Canadian Football League (CFL).
Strategy: Collaborate with the CFL to create and promote a contest across multiple channels during the playoff and Grey Cup events.
Implementation: Develop a promotional video highlighting contest prizes, shared on Canada Drives' and CFL's social media. Leverage in-stadium assets like LED panels and video boards, along with activation space promo materials, to engage fans attending the games. Utilize homepage and email marketing banners on the CFL website to drive traffic to the contest
landing page.
landing page.
Results: Successful partnership with increased brand awareness, well-received contest generating high social media engagement. In-stadium assets, activation space materials, and marketing banners contributed to over 19,000 contest entries.
Conclusion: The collaboration effectively elevated Canada Drives' brand during the playoffs and Grey Cup, demonstrating the impact of a strategic partnership in achieving marketing goals.
Team:
Creative Director - Dan Cruikshank
Lead Designer & Art Direction - Sadi Santos
Graphic Designer - Kaleb Lopez
Photographer - Sadi Santos
Videographer - Laurence Leeke
Creative Director - Dan Cruikshank
Lead Designer & Art Direction - Sadi Santos
Graphic Designer - Kaleb Lopez
Photographer - Sadi Santos
Videographer - Laurence Leeke
Contest Promo Video
Social Media Posts
Social Media Reels
Homepage Takeover Banners
Upper and Lower LEDs Panels (Regina, SK)
Activation Space
TSN Virtual Field Overlay
In-Stadium Videoboard
ROS and Email Marketing Banners
Post-Season Contest Landing Page
Wrap Up Video
