Rogers hypes Canadiana and the Edmonton Oilers
While the Florida Panthers are off to an early 2-0 lead in the Stanley Cup Finals, there’s still a chance for the Edmonton Oilers to bounce back and potentially end a drought that’s seen no Canadian team win the Cup in more than 30 years.
To push for this achievement, NHL partner Rogers is running the “Bring Stanley Home” contest, which offers a chance to win 10 VIP trips for two to attend Game 4 of the Stanley Cup Finals at Rogers Place in Edmonton on June 15, along with travel and accommodation, plus premium viewing at game-day concerts outside the arena.
“This is an exciting time for hockey fans across Canada, and we’re thrilled to celebrate Canada’s game with customer contests, concert, and unique experiences for our customers and hockey fans,” says Terrie Tweddle, chief brand and communications officer, Rogers.
Publicis executed the accompanying creative airing during the Stanley Cup Final, “Bring Stanley Home,” which features the Oilers’ golden era team of the 1980s with Wayne Gretzky and Mark Messier, as well as a giant Canadian flag unfurled by home fans.
The brand is placing dynamic digital billboards across Edmonton, and when not live on gameday, the billboards are sharing the rally cry of “Bring Stanley Home.”
The telco is also deploying a mix of in-broadcast advertising that includes lower thirds and 15-second TV spots, as well as billboards, social and digital.
Media is being executed through both Mindshare & Oilers Entertainment Group (OEG).
Boston Pizza opts for an Oilers colour scheme
With Canadians pinning their hopes on Edmonton to bring home Lord Stanley, Boston Pizza is showing its support by changing its brand colours from blue and red to Oilers-themed orange and blue across social, web, TV, print and on OOH billboards. The billboards read: “Orange is the New Red, Bring it Home Edmonton.”
To ensure the whole country knows the score, BP has also transformed billboards in cities across Canada into real-time scoreboards, updating scores during each game of the finals, with real time updates.
The initiative is part of BP’s ongoing “Team Up for the Win” campaign, created in partnership with its agency of record, Camp Jefferson, encouraging fans to set aside internecine rivalries in support of Edmonton. UM Canada is behind the buy, with Heads & Tales handling the PR.
KFC welcomes The Oilers back to the finals
It’s been 18 years since the Edmonton Oilers have appeared in the Stanley Cup Finals, and KFC Canada is commemorating the occasion with an “18 for $18” bucket deal, with 18 pieces of Original Recipe Dark Meat Chicken for $18, with the purchase of two large sides.
This deal is available exclusively at participating restaurants across Edmonton on Oilers’ game days in June, with additional marketing for the promotion through social, digital OOH and radio ads.
Narrative is providing PR support.
