TORONTO – Rogers and Sportsnet are pulling out all the stops in support of the official start of World Cup of Hockey this weekend.
In addition to a campaign covering TV, radio, digital and print, Rogers is trying out “experiential activations” such as having fans interact with players while they try on a Team Canada hoodie in augmented reality. On September 17, a national Snapchat lens will allow fans to take snaps of themselves which simulate an appearance on the big screen at the Air Canada Centre after a goal, while activation at the Scotiabank Fan Village allows hockey lovers to connect with their favourite players and teams through augmented reality, virtual autographs, and Radio Frequency Identification (RFID) games.
A customized micro-site offers access to player videos, user-generated content, social feeds, and pre-roll videos with information about the tournament. Plus, game lovers can also engage with the campaign by showing their best “super fan” moments using the #fanhubwcoh hashtag on social for a chance to win daily prizes and a trip to the final game.
Sportsnet’s campaign includes 30-second spots and snipes across Rogers Media assets, broadcast integration with Digitally Enhanced Dasherboards and episodic and static ads. The Sportsnet mobile studio at the Fan Village will feature live broadcast hits throughout the duration of the tournament.
“We’re committed to connecting fans to their love of the game through exclusive access and innovative experiences,” said Rogers’ chief brand officer Dale Hooper, in the news release. “From virtual and augmented reality in our Fan Hub to our TTC installations and integrated broadcasts, we are delivering content and activations in ways that will help fans enjoy an immersive tournament experience.”
The eight team international tournament runs September 17 – October 1st in Toronto.
