Audience Engagement

Innovative Fan Engagement Initiatives

As Creative Director of Audience Engagement at Rogers Sports & Media, I managed a team of designers and developers create innovative digital engagement initiatives.

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Working closely with Marketing, Sales, Branded Content and the Creative units my team responded to briefs and RFPs, prototyping new ideas and offering innovative executions with untraditional technologies such as Mobile AR and Casual Games to engage audiences. We worked with sponsors, vendors and external partners such as Coca-Cola, MLSE, Kal Tire and Dodge.
 

Our biggest highlight was the successful development, launch and campaign for Hockeyland: A Hockey Adventure in Minecraft. In an effor to seed fandom amongst Gen Z and Gen Alpha audiences, Sportsnet created an adventure map in the massive multiplayer game, Minecraft. Learn more about it here.

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We worked on numerous contests such as the second stream YouTube show “Watch a Leafs Game with Steve Dangle” sponsored by Coca-Cola. We created Sportsnet’s first $1,000,000 contest in support of the #ThisisBig campaign for the 2022 NHL Playoffs, and developed the Predict the Playoffs / Dodge Ram Predictor game for Hockey Night in Canada.

During my time, we revamped the NHLonSN Trivia game on Amazon Alexa and Google Assist, making it a daily game, rather than weekly, and reduced interaction time to 1min down from 4min increasing overall engagement and completion numbers.

We also acted as educators for our greater Creative team, writing newsletters, hosting presentations and tutorials regarding industry disruptions such as Generative AI, the Metaverse, and Mobile AR.