Canadian Tire

As Title Sponsor of the Red vs. White Scrimmage, Canadian Tire receives primary brand inclusion on all event-related promotional/media material, signage, and the right to sell/distribute all 21,000 tickets to the event. Fans donate $10 for 2 game tickets and a $10 off coupon, and proceeds buy skating equipment for the BLEU BLANC BOUGE In Action Program.

Goals

Drive consumers to Canadian Tire stores in Quebec.
Build brand awareness for Canadian Tire and Canadian Tire Jumpstart Charities while showcasing the partnership with the Montreal Canadiens Children’s Foundation.
Support the Canadian Tire BLEU BLANC BOUGE program.

Approach

Ticket distribution
Fan experience: $10 tickets = free meal + promotional items
Dealer/employees: 100 pairs of tickets to regional, corporate, and dealer offices
Jumpstart support: Rinkboards, digital signage, representatives at puck drop, thundersticks, VIP suite for Jumpstart kids + meet-and-greet, on-ice scrimmage with local kids’ hockey players + branded jersey/socks
Paid & PR Initiatives: Print, radio, web, social media, PR support, front page of Canadian Tire flyer

Results

Over 40,000 fans visited Canadian Tire for tickets.
Raised awareness for Canadian Tire and their Jumpstart Charities.
Showcased partnership with the Montreal Canadiens Children’s Foundation (16,000 fans and 300+ local Jumpstart children per game).
Over 12M Twitter, Facebook, web, and club newsletter impressions
Promotional flyer to over 3.5M Quebec homes
To date, $228,000 has been raised for the Canadian Tire BLEU BLANC BOUGE program.