Most Interesting Seats In The House
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The Leafs and PROLINE teamed up to turn the “Most Interesting Seats in the House”, regular-season contest, into an always on, premium and bucket-list fan experience. Through the Leafs App and digital channels, eligible Ontario fans could win two(2) bench-side seats to a game, plus hospitality and co-branded merchandise.
THE PROBLEM
Proline needed a way to stay present across the season without relying on a single tentpole moment.
THE ASK
Create an always-on platform that can deliver repeat fan engagement that PROLINE can leverage throughout the season.
CREATIVE INSIGHT
Leafs fans want to feel closer to their favourite players, but most access points in sports prevent this. The moments that close that gap even slightly don't just excite fans. They create memories that last a lifetime.
THE IDEA
Most Interesting Seats in the House: Fan contest with the opportunity to win premium in-game seating. The two seats are wedged in-between both team benches, giving fans unparallelled proximity to the ice and players.
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The
Results
THE Results
This is the power
of partnerships
