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Case Study: How Canon Activated its Leafs Sponsorship with a VIP Contest

Canon-iphone-new-blogWILY helps some of the world’s most trusted brands develop contests to engage and drive consumers to retail. Recently, we helped Canon Canada activate their MLSE sponsorship using omnichannel marketing and a one-of-a-kind contest experience. The campaign leverages a combination of indirect and direct communication channels – websites, retailers, email, mobile, and more, for a unique chance to win VIP Leafs tickets and take home a Canon camera. Before getting into the case study, let’s first explore what omni-channel marketing is, and how brands can utilize it to acquire data and activate consumers.

It is increasingly difficult to know which channels, campaigns or variety of touch points result in a customer transaction. But knowing what exactly triggered a response enables marketers to assess whether or not their marketing efforts are getting the best results. Companies with omnichannel customer engagement strategies retain on average 89% of their customers. Today, we are living in a multi-channel/omni-channel world, where consumers are switching devices constantly (98% of Americans switch between devices in the same day). Therefore, it’s more important than ever to integrate your campaigns across a number of different channels.

To see how WILY helped Canon activate its MLSE sponsorship and drive consumers to retail by leveraging a once-in-a-lifetime contest combined with omni-channel marketing, explore the case study below, or download the full success story now:



Canon & Toronto Maple Leafs (MLSE)


Canon on the Glass Contest & Sponsorship Activation with MLSE and the Toronto Maple Leafs.


Activate Canon’s MLSE sponsorship with the chance to win VIP tickets Toronto Maple Leafs games throughout the regular season to gather user data, opt-ins, and drive to retail.


Fans were invited to the contest microsite from various online and in-arena channels to sign up for a chance to win tickets, camera kits, Canon discounts, and gifts cards to Real Sports by digitally ‘scratching’ an ice surface to reveal prizing.

Download the complete success story to see the results of the contest:

Success Story: Canon on the Glass Sponsorship Activation

Discover how Canon activated its Leafs sponsorship to engage fans with a once-in-a-lifetime contest. 


  • Engaging Consumers Using a Contest Microsite
  • Using Instant Prizing to Drive Engagement
  • Campaign Success Metrics and Results
  • Plus, So Much More!
Download the case study!