This hockey season, Budweiser has been promoting its beverages with campaigns that involve hockey fans, such as flash mobbing a rec league hockey game for its Super Bowl spot and making a limited edition beer for Winnipeg Jets fans.
Its latest promotion, the Playoff Payoff is no different. The brand has launched what Ben Seaton, marketing manager, Budweiser Canada, says is its biggest promotion ever, offering one fan the chance to win hockey tickets for life.
“The love of hockey runs deep in Canada and we wanted to continue to make hockey more exciting and accessible for Canadians,” he says. “We also wanted to make the dreams of Canadian hockey fans come true with the chance to win hockey tickets for life. This, combined with the fact that hockey pools are popular during the playoffs, gave us a very strong jumping off point to get Canadians directly in the game.”
Fans can win through finding Playoff Payoff PINs on bottle caps of specially-marked cases of Budweiser, and on coasters at participating bars and restaurants across the country, says Seaton.
Each PIN includes a city and playoff round (for example “VAN1 2345678912” is Vancouver, Round 1) and fans can enter the PINs at KingsClub.ca where a personal bracket for the user will be set up. PINs then become “caps” that sit on a player’s bench and can be dragged and dropped into a bracket as the playoffs move forward. Users can trade duplicates and make trades for caps missing from their brackets. A player has the chance to win hockey tickets for life once they have filled their entire bracket, according to a release.
Instant win caps will also be available, with prizes from partners including Samsung Canada, Microsoft and McCain, says Seaton.
The contest will be promoted with a multi-platform campaign with creative from New York-based Anomaly and media from UM, including TV, print, digital and OOH ads, which will be in market until mid-June, says Seaton.
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