Hockey fans have had more than just television coverage to access the IIHF World Junior Hockey Championship in Alberta this week. Hockey Canada, Telus and the Vancouver-based Iamota partnered to create a “virtual arena” mobile web initiative.
Pete Smyth, president and CEO of Iamota, said the company has worked with Telus for the past four years to showcase innovative technology around events, but the virtual arena is the largest activation to date and the first time Hockey Canada has taken on something of this scale using mobile technology.
Through the mobile web app, hockey fans across Canada can access schedules, scores, news and team information.
“We are looking to leverage all digital channels,” said Smyth, adding that the mobile app is meant to serve as “the go-to resource” for fans.
The campaign also included the “Ultimate Team Canada Starting 6” contest. Hockey fans selected their all-time National Junior Team starting line-up for a chance to win tickets to the upcoming bronze and gold medal games as well as a trip to Ufa, Russia for the 2013 IIHF world Junior Championship.
Andrea Goertz, senior vice-president of strategic initiatives at Telus, said that the company is donating $1 to the Hockey Canada Foundation for each Starting 6 selection and another dollar every time a fan shares their Starting 6 through social media.
Digital signage in Edmonton and Calgary arenas, TV graphic overlays and street teams were also used to promote the mobile web app and the Starting 6 contest.
DDB Canada designed the creative for a 25-storey high interactive billboard, while DDB alumni Richard Sandor (now with Eustress Marketing Coaching) and Scot Keith (now with Kommunity) worked on strategy.
“Right now, 35% of fans that are interacting with the mobile web app are sharing their experience on social media – 24% on Facebook and 11% on Twitter,” said Smyth. “We are seeing a really nice strong conversion rate.”
