Some retailers call it back to school. Sport Chek prefers “back to sports.”
The company recently gave the fall shopping season a brand tweak, offering shoppers the chance to win sporting goods to go along with their school supplies. At the end of last month, Sport Chek set up camp in the high traffic Toronto Eaton Center, roping off a “mystery locker” full of sports goods.
The retailer then gave out combinations, with one in every four opening up the “back to sports” branded locker. Consumers with winning combinations were given an array of prizes such as shoes, hockey helmets, clothing and basketballs. Some even won tickets to see the Toronto Maple Leafs, the Toronto Raptors or the Toronto FC.
Each time the locker was emptied, it was filled again with a new prize to maintain the element of surprise.
The stunt was conceived by Sport Chek’s agency of record, Sid Lee.
