0
increase in social media mentions vs. 2019
0
CDNS watched HDiC broadcast
Challenge
Scotiabank Hockey Day in Canada is a flagship program in the brand’s sponsorship marketing portfolio and commitment to kids community hockey. The 20th anniversary celebration was being held in Yellowknife, NWT. We needed a big idea to acknowledge the milestone, while threading the needle between including all Canadians in the celebration and still playing homage to the local hockey culture in Yellowknife.
Insight
Yellowknife Winter has some of the shortest days in the world. Here, hockey is played under the stars and under the beauty of the Aurora Borealis – the crown jewel of the region.
Idea
Take the passion of Hockey-engaged Canadians from coast to coast to coast to give Yellowknife their brightest hockey day ever.
MKTG developed and executed the Spark the Rink installation to extend the on-site experience nationally through broadcast integration and online. By encouraging hockey fans to engage via social using #HockeyDay to light up the rink with the colours of their favourite NHL team, the activation mimicked one of Yellowknife’s largest tourism attractions, the Aurora Borealis, and allowed Yellowknife hockey fans to play outside longer.
- 120% increase in social media mentions vs. 2019
- 9.4M CDNS watched HDiC broadcast
- Top ranked program in the Scotiabank portfolio for impact on all brand funnel metrics
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