99 Jarvis Street, Toronto, Ontario, M5C 2H4   |   416-364-8576
99 Jarvis Street, Toronto, Ontario, M5C 2H4   |   416-364-8576

Collins Barrow
“Be a Challenger”

Be A Challenger Page
Be a challenger website
ClientCollins Barrow
industryProfessional Services
We love a good challenge

Collins Barrow
"Be a Challenger"

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. 

Building the Challenger movement

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.