MONTREAL – RDS and furniture retailer Léon have launched Les séries du million Léon, a contest being run in conjunction with the NHL playoffs.
Starting today, fans are invited to predict the winner of each NHL postseason game. A participant who manages to get them all right from the first to the last game will receive $1 million: almost as exciting and challenging as winning the Stanley Cup itself!
“We began our collaboration with Léon last year, and since then, we’ve developed several campaigns aimed at effectively targeting their male customers. Whether it’s on-air promotion during our flagship show L’Antichambre or, more recently, the En route vers le Super Bowl contest, these initiatives have proven successful,” said Anouk Bourassa, senior manager of media creativity at RDS, in a press release.
“Our partnership with RDS gives us the chance to raise awareness of our brand among an enthusiastic and primarily male audience, which effectively complements our overall visibility plan. The new contest is being rolled out at a key strategic moment: this is the time for traditional spring cleaning, and as summer approaches, many people are getting ready to move as well. These activities provide an excellent opportunity for us to build on the synergy created by our relationship with RDS,” added Charles Dupont, assistant regional supervisor at Léon, in the same release.
The contest will be supported by a 30-second TV promo as well as opening and closing stingers when network analysts make their own predictions during the shows Le 5 à 7 and Hockey 360. It will also be promoted through various digital platforms, including prominent placement on the home page of RDS.ca. The media plan includes visibility on other channels in the Bell Media family, as well.
In addition to the grand prize of $1 million, a draw will be held every week to give away a 60” TV and a jersey autographed by a former pro hockey player, and the participant with the most correct predictions will win a trip for two to Jamaica
