Crosby Apparel 2014
The launch of the Reebok SC87 hockey line utilizing mobile, using strategy and insights to reach a notoriously difficult target.CA
In Fall 2014, Reebok was launching their latest line of Hockey apparel, SC87, in an environment where brand loyalty is strong, premium NHL sponsorships can cost millions of dollars and the competition has much larger marketing budgets.
This campaign utilized strategic insights combined with a 360 degree approach to the mobile channel to redefine the primary channel we engage with the target and integrate ourselves with their passion point.
Our audience was most active on their mobile devices and yet they were ad rejecters. These young on the go hockey fans were difficult to reach through standard ads, but were very content driven. Knowing how active and involved our target was with mobile and the role hockey played in their lives, we wanted to capitalize on the excitement around pre-season. We partnered with the Score app as it is the number 1 sports app in all of Canada. Our target was using the app up to 10 times a day. A complete mobile sponsorship of the NHL pre-season gave Reebok regular and consistent access to the target through product integration in mobile editorial, product features and a mobile only contest to incentivize engagement and drive directly to the ecommerce site.
To bring this strategy to life on the Score’s digital properties, Reebok was worked into users’ personalized mobile feeds complimented by a full takeover of the NHL section of the website and app.
Standard and native ad units directed users to SportChek, Reebok’s exclusive hockey retailer in Canada, to purchase items in the SC87 line. The Score’s hockey editor created online content that focused on Crosby, natively integrating Reebok’s products into his regular new equipment reviews.
The campaign was supported through a contest on the Score that was promoted through mobile placements with the grand prize being a trip to Toronto to see the Maple Leafs play Crosby and the Penguins!
Photo credit: Reebok Canada