Rogers is putting the full power of its sizeable collection of assets – from its broadcast properties to its store network – behind a new promotional campaign for the World Cup of Hockey, which runs through Oct. 1.
The marketing campaign spans TV, radio, digital and print, as well as experiential activations and what the company described as a “robust” retail component throughout its store network.
The experiential activations include an advertising takeover of Toronto’s Union Station, and the introduction of the “Rogers Fan Hub” – featuring augmented reality and virtual autographs – at the Scotiabank World Cup of Hockey Fan Village.
Rogers has also partnered with Samsung to deliver virtual reality content throughout the tournament, with crews capturing footage of the first Team Canada game – Saturday’s 6-0 win over the Czech Republic – that is being replayed at the Rogers Fan Hub as well as at university campuses, retail locations and social media.
The company has launched a dedicated section within the NHL app that enables its customers to log in using their MyRogers ID to receive access to tickets, meet-and-greets, autographed merchandise and mobile studio tours. At retail, Rogers customers will receive a Team Canada hoodie with the purchase of any two-year Rogers Ignite bundle or ShareEverything plan.
Rogers has also introduced a dedicated World Cup of Hockey microsite featuring user-generated content, videos about the tournament and social feeds (using the hashtag #fanhubWCH). On Saturday, the company introduced a national Snapchat lens enabling fans to take photos that simulate an appearance on the Air Canada Centre scoreboard.
The campaign’s mass-media component includes out-of-home, 30- second TV spots, as well as broadcast integration with digitally enhanced dasher boards announced earlier this year.
According to a report on SportsBusinessDaily.com, the boards enable the NHL to show four digital board advertisements, one for each feed in the tournament: English (U.S.), English Canada, French Canada and European and international.
As the World Cup of Hockey’s Canadian broadcast sponsor, Rogers-owned Sportsnet is also actively involved in the tournament with a campaign that includes a branded mobile studio at the Scotiabank Fan Village showing live broadcast segments during the tournament. Sportsnet is also running digital display ads featuring stats on key players from the eight participating teams and a Snapchat activation geo-targeted to the Air Canada Centre that enables fans to take snaps wearing the Team Canada jersey.
Marketing and MarketingMag.ca are also owned by Rogers.
