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BioSteel Sports Nutrition Inc., a producer of nutrition products for athletes and exercise enthusiasts alike, launched the “Score Like Connor” campaign to activate its relationship with Sport Chek and Edmonton Oilers captain, Connor McDavid.
While Sport Chek is Canada’s largest sporting clothing and sports equipment retailer with 195 stores throughout Canada. BioSteel’s products are used by 28 NHL franchises, 14 NBA organizations, 18 MLB teams, and 30 of the world’s top 50 golfers, including other notable athletes such as Andrew Wiggins, Tyler Seguin, and Marcus Stroman.
To activate the relationship between these two brands, BioSteel asked WILY to create a digital experience that assists with collecting consumer data while promoting it’s Rainbow Twist Sports Hydration Mix at Sport Chek locations, and leveraging its endorsement with Connor McDavid.
“Score Like Connor” Digital Walkthrough Experience
WILY created a digital contest and engagement mechanic powered by the SPRY platform whereby consumers could digitally “shoot” for the chance to win a trip to meet Connor McDavid in Edmonton or instant prizes. Consumers are driven to the campaign microsite via BioSteel’s social media posts, website, email blasts, and Sport Chek’s newsletter.
As with most brand experiences, it’s best to show rather than tell. You can walkthrough the enter digital experience in the video below:
BioSteel’s Hockey “Shoot to Win” Mechanic
WILY’s “flick to win” or “shoot to win” solution was the obvious choice for this contest. By combining the BioSteel and Sport Chek branding, WILY created the ultimate engagement mechanic for consumers to shoot for a chance to win. The simulation below shows how consumers engage with the experience. Users are given 3 chances to “shoot” the puck into the net using a cursor, or their finger while on mobile.
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