Canon On The Glass ∙ Canon Canada
October 2017 | Mosaic Experiential Marketing
Role: Project Lead - Advertising Coordinator at Canon Canada
Channels: TV, Social, Digital, Out-Of-Home, Homepage Website Takeover, IRL Events
During the 2017-18 NHL Season, we partnered with MLSE (Maple Leaf Sports & Entertainment) and the Toronto Maple Leafs to launch the “Canon On The Glass” contest. The main objective of this campaign was to increase email subscription opt-ins through contest entries. We wanted to achieve mass awareness and empower smartphone users to see the difference that a Canon DSLR camera could make when capturing big moments… such as a once-in-a-lifetime experience on the glass at a Leafs’ game. Throughout the regular season, contestants would enter to win a grand prize via random weekly draw on our contest website. We developed a nurture campaign for all new subscribers with practical sports photography tips and tricks which helped educate them on the benefits of a Canon camera.
60 lucky grand prize winners received on-the-glass tickets to a Leafs’ home game where they were able to use Canon gear to capture photos in the players’ tunnel, throughout the game and in their meet and greet with a former Leafs’ player.
Working with our agency partners, Mosaic and Mediacom, I oversaw the organization of the project, including: overall contest development, coordination of brand ambassador training, and the execution of the email nurturing campaign.
Social & Digital ∙ Contest Promotional Video
