Halifax, NS – TIM-BR MART is a proud and committed supporter of minor hockey in cities and towns across Canada. Last year, their sponsorship of the 2010 IIHF World Junior Hockey Championships in Saskatoon, negotiated and managed by Halifax-based branding firm Revolve, led to a unique sponsorship activation - development of the World Junior Hockey Video Challenge on timbrtube.ca. The campaign is designed to create brand awareness and excitement at a grassroots level for TIM-BR MART by merging Canada’s favourite sport with the power of viral marketing. The contest challenges minor hockey teams to shoot a video demonstrating their team spirit, Canadian pride and love of hockey. At stake is the chance to win a trip for the entire team, including coaches and parents, to watch Team Canada compete at the World Junior Hockey Championships. It’s the first contest of its kind to engage an entire hockey team and benefit the whole team with such a significant prize.
The volume of unpaid media generated by last year’s
World Junior Hockey Video Challenge was phenomenal. Hundreds of online, print and radio news stories and contest mentions encouraged communities to go to
timbrtube.ca and vote for their local team. The videos saw over 380,000 views by Canadians and more than 55,000 votes.The challenge also went global, as Facebook pages were created by Canadians living in Finland, China and across Europe, asking their friends to vote for the hockey team from their Canadian hometown. In the end, the Pas Timberwolves from Manitoba enjoyed a once-in-a-lifetime trip to see Canada win gold in Saskatoon, Saskatchewan.
Post event, the World Junior Hockey Video Challenge commanded the attention of industry professionals, winning Best Retail Campaign from the Retail Council of Canada, two silver buckets at the 2010 ICE Awards, and nomination as a finalist at the CMA awards—the results which will be announced on November 26, 2010.
The
World Junior Hockey Video Challenge on
timbrtube.ca is back this year with a vengeance – first place prize is an all expense paid trip to the 2011 World Junior Hockey Championships in Buffalo; and $10,000 of Source for Sports gift cards are on the line for second, third and wild card prizes. Building on the success and momentum of last year, TIM-BR MART has upped their game for 2010, investing in television advertising on TSN and RDS, online advertising on sport and hockey-focused websites, and a national radio campaign on the Rogers FAN radio network. This year’s voting period has been extended to November 25, 2010 and the results are already blowing past last year. 28 videos have been uploaded by minor hockey teams across Canada, with 700,000 video views and 140,000 votes.
To experience friendly, off-ice competition and enjoy hockey pride from communities all across Canada, visit
timbrtube.ca, connect with our Facebook community or follow
@timbrref on Twitter.
About Revolve
Revolve is one of Canada’s leading branding agencies, employing over thirty highly skilled professionals in a range of disciplines, all committed to delivering world class strategy and creative. The firm has a solid reputation for building extraordinary brands that evoke passion and emotion, penetrating hearts and minds through strategy, advertising, design and digital marketing. Located in Bedford, Nova Scotia, Revolve serves clients across Canada and the US. Find out more at
www.Revolve.ca.
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For additional information, contact:
Phil Otto, President & CEO
Revolve
Phil.Otto@Revolve.ca
902.835.3559
