Hockey fans across Canada are being wooed by a PepsiCo Canada partnership with Subway restaurants.
The beverage company and the QSR have launched a “Hoist the Cup” promotion, which allows fans to virtually lift the cup.
The campaign for the promotion includes an online video series, in which former hockey greats Mark Messier and Guy Carbonneau share their best moments hoisting the Stanley Cup.
Fans who want to experience what it feels like to raise the cup high above their heads can buy a limited-edition fountain drink at Subway shops across Canada. The cup can be scanned using a free Blippar app. Once scanned, the Subway drink cup transforms (virtually) into the Stanley Cup, allowing users to take a photo of themselves lifting it.
Creative on the campaign was done partly by Sid Lee (pop, digital and TV spot) and partly by Match (cup and website work), while media was carried out by Carat. Veritas Communications is leading PR for the campaign, with support from Praxis.
The buy includes a national TV, radio and digital advertising campaign that will be in market between today and May 22. On social media, the campaign is being promoted with #HoistTheCup.
Kathleen Bell, Subway’s director of national marketing, stated in a press release that the goal of the promotion is to give fans a “once-in-a-lifetime hockey experience.”
The two companies are also giving away prizes, including three sets of four tickets to the Stanley Cup Finals.
From Media in Canada
