Going live with Sport Chek

The "Chase The Gear" contest brings Facebook Live into the brand's real-time Olympic plans.

Sport Chek is giving Canadians a chance to compete with Olympians without having to catch a flight to Rio with its “Chase The Gear” contest and Facebook Live execution.

This Friday, Torontonians will be able to head down to High Park and try to track down former Calgary Flames and Toronto Maple Leafs player Gary Roberts and Olympians Meaghan Mikkelson and Natalie Spooner to win one of several prize packages featuring the Adidas High Performance Olympic collection, which is exclusive to Sport Chek. To figure out where in the park the athletes are, participants will have to check in on Facebook Live – which will be following their progress – and do a little detective work.

If Canadians can’t make it to the park in person, they can still follow Roberts, Mikkelson and Spooner on Facebook Live, where answering Olympic-themed trivia will not only help them win prizes of their own, but give the athletes “power-ups” to help them evade capture for a little while longer.

“Chase The Gear” is being promoted on social and mobile platforms, which is seeing the bulk of the investment for Sport Chek’s entire Olympic strategy. Frederick Lecoq, SVP of marketing at Sport Chek parent FGL Sports, describes the execution as a way to explore how a live-streaming platform like Facebook Live could be utilized as part of its ongoing goal of “owning the moment” around buzzed-about happenings in the world of sports.

“Facebook Live is one of these tools that really enable real-time, right-time, in-context marketing,” Lecoq says. “Marketing is about relevancy and these kinds of tools enable us to get that up. We’re in the sports business, so the big job is for us to identify rally points people come together around and own them by building an organization that’s real-time to improve that relevance.”