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Visa Canada is rewarding NHL hockey fans for sticking with their teams through good and bad times with its Hockey Love Hurts program.
Until April 11, Visa cardholders can pledge support for their favourite NHL team at HockeyLoveHurts.ca. Visitors fill out a short information form that automatically enters them into a draw for two tickets to a Stanley Cup Final game. Visa is also giving away 40 Hockey Love Hurts-themed $500 prepaid credit cards.
When a cardholder’s team loses, they receive an e-mail the next day with a special offer, explained Gallant Law, head of sponsorship and brand management at Visa Canada.
“We focused on easing the pain with our program–for those times when fans are struggling to watch late night games and continue to support their teams when they go through losing streaks,” said Law.
An “offers” section at HockeyLoveHurts.ca highlights various deals cardholders can also take advantage of during the program. For instance, the “Hockey Mom” offer gives Visa customers 75% off an Elle magazine subscription.
The credit cards company is supporting the program with a television commercial, online ads and blogger outreach. TBWA\Toronto developed the creative, OMD handled the media buy, and Fleishman-Hillard managed the PR.
The campaign is also being supported with a media relations push that includes a survey commissioned by Visa Canada that takes a look at the great lengths Canadians will go to show support for their favourite hockey team, showing 40% of survey participants said they have cancelled plans so that they could watch an NHL game. While Alberta, BC (both 67%) and Quebec (66%) boast the highest number of NHL hockey fans, fans living in Manitoba and Saskatchewan are the least likely to confess why they cancelled their plans. For a chance to attend the Stanley Cup playoffs, 43% of NHL fans surveyed are willing to change their name to “Lord Stanley,” 35% would shave their head and 28% would change their wedding date.
