How does New York Ranger Dominic Moore get ready before a big game? A little table tennis with his teammates in the dressing room.
That’s just one of the pre-game rituals revealed in Mondelez’s new multi-brand campaign for Oreo, Belvita, Wheat Thins and Halls currently running on Rogers-owned properties including Sportsnet and Breakfast Television. The effort includes ads with three NHL players encouraging consumers to share their own pre-game rituals using the hashtag #RUgameready.
Ads featuring Moore and L.A. Kings player Dustin Brown are already in rotation and a spot with Vancouver Canuck Alex Burrows is expected this week.
So far, they’ve prompted consumers to share selfies in Toronto Maple Leafs jerseys, photos of kids taping up their first hockey stick and plenty of images of future NHLers getting ready for their own games.
First time on skates – I’m sure he will be skating circles around me in no time. #RUgameready pic.twitter.com/bdA6BtMmPk
— Jamie T (@jamieatomlinson) January 12, 2015
Jeanette D’Souza, consumer promotion manager at Mondelez, said the company chose to focus on the pre-game ritual because it is inclusive of both hardcore and casual hockey fans.
“This is about us not just talking to the die-hard fan, but also families who watch NHL and have sons or daughters who play minor league hockey or pee-wee,” she said. “We wanted to have that broad appeal.”
“Whether you’re a player, watching, or a family member, you’ve probably got a ritual story to tell. It might not be your own, it might be [about] someone you know.”
To entice consumers to enter, Mondelez is giving away five family trips for the winners to see a game by the NHL team of their choice. It’s also giving away hundreds of gift certificates to NHL.com every week.
The first trip winner will be announced in the first week of February, the rest will be given away through the end of March.
Shortened 15-second versions of the ads are currently running on Sportsnet alongside weekly 15-second branded segments hosted by Cassie Campbell that show off content from RUGameReady.com, a central hub with a Pinterest-like design that pulls in a curated view of #RUGameReady content. (To enter the contest, consumers also have to visit the site and submit a photo or a link to a social post.)
Mondelez also tapped each of the hockey players to share #RUGameReady posts and encourage their followers to enter the contest. Likewise, Sportsnet’s on-air talent has been sharing #RUGameReady posts.
The ads were produced by Studio M, with Edelman handling digital and B Street handling promotion. Each of the brands also has individual creative under the “Get Game Ready” banner produced by FCB for Oreo, Edelman for Halls and Union for Belvita and Wheat Thins. Starcom Mediavest handled the media buy.
