Challenger brand Collins Barrow joined forces with retired NHLer Darcy Tucker, coming together over their shared Challenger mindset, and inspiring Canadians to join the movement. The “Be a Challenger” program was brought to life via dynamic videos, on-site activation at the Mastercard Memorial Cup, digital, social media, a charitable component and contests that saw fans share their Tucker-inspired “Crazy Eyes!” This one is worth a closer look.
Mayk developed a digital campaign hub where fans could easily access all campaign content, from videos to an e-book to contest details.
Lead generation is critical to any campaign. So we developed gated content with free, actionable advice to build brand awareness and affinity.
To bolster audience engagement, fans were encouraged to share their Tucker-inspired “Crazy Eyes” via social media for a chance to win a spot at the Challengers’ Night Out, dinner and a Leafs’ game with Darcy Tucker and Collins Barrow.