Crunchtime
As part of our tri-lateral partnership, TikTok, MLSE, and Frito-Lay created “Crunch time”, a pre-game, live social event that featured TikTok creators connecting with fans in Scotiabank Arena through various games and prizes. These 30-minute shows were streamed from the TikTok creator studio directly on the concourse, creating live access to young fans everywhere across Canada.
THE PROBLEM
Younger fans are not engaging with sports through traditional channels and are missing out on the excitement of live events and pre-game coverage.
THE ASK
Create an ownable platform that builds positive brand affinity between Gen Z fans, Frito-Lay products, and our teams.
CREATIVE INSIGHT
Gen-Z fans are motivated by the culture surrounding the game that lives on the channels that are most relevant to them (social). Creating a way-in for them means showing up where they are.
THE IDEA
“Crunch-Time” a series of episodic livestreams on TikTok that featured notable creators and guests highlighting our teams’ big-time matchups and brand moments throughout the season, + Frito-Lay products in a memorable way.
The
Results
THE Results
This is the power
of partnerships
