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Hockey Canada

Celebrating 100 Years of Hockey

To celebrate their 100th Anniversary, Hockey Canada partnered with Canadian Tire, Samsung and Telus to visit 100 communities with the Century Tour, a 20,000-square-foot interactive hockey experience caravan. The goal of this year long program was to engage more than one million fans.

The social media strategy we developed to support this resulted in 118,871,583 impressions. We achieved our objective of getting people tell the story of the Tour. The majority of the share-of-voice came from user generate content.

Telling sponsor stories

Each sponsors had their own tour story. These social media content strategies engaged the communities we visited and exposed them to the brands.

Canadian Tire Hero of Play

The Canadian Tire Hero of Play most successful tactic in creating sustained engagement. In each community we visited, a local hockey volunteer was recognized for their contributions to the game. This series of Twitter and Facebook posts resulted in 3,834 mentions and 2,776,073 impressions.

Telus Red Panda

As we crossed our great country, we not only visited some great communities, we visited some of Canada’s greatest landmarks. The crew was joined by the Telus Red Panda. Posting to Instagram and Twitter, the Panda engaged nearly 1,500 people and received 1,037,119 impressions.

Samsung Technology

The technology behind the tour was powered by Samsung. Visitors  could create their own hockey cards and players using Galaxy tablets and share them on social media. The crew was equipped with Samsung smart phones and captured their experience on Twitter and Instagram.