Rogers Sports and Media, 2020
The 2020 Stanley Cup Playoffs on Sportsnet campaign hinged on the wild and unexpected twists and turns that happen in hockey playoffs. Little did we know that 2020 would go far beyond that. Even after the initial restrictions of COVID19 relaxed, and sports were able to return, the NHL Playoffs took on a new shape with the introduction of a Qualifying Round, two bubble cities, and games with no audience.
The campaign consisted of broadcast, OoH, radio and digital promotions, long format content video, a unique contest, and contest promotion. With fans stuck at home, we took the opportunity to launch the new "Predict the Playoffs" contest as a second-screen experience, which let fans make predictions about live games for entries into a grand prize draw for $50,000 or a nightly draw of $1000. This contest increased SN app downloads, increased fan engagement, and resulted in a new product for Sportsnet to offer for future sports events.