Tested for Life
The Toronto Maple Leafs assisted Canadian Tire in promoting their “TESTED for Life in Canada” program: an initiative that highlighted specific products that were tested and praised by Canadian consumers. Through the creation of a three-part web series featuring Patrick Marleau and various social media posts, Leafs fans were encouraged to create user generated content (UGC) featuring their own TESTED items for their chance to win Leafs apparel and tickets.
THE PROBLEM
Canadian Tire wanted to increase awareness about their TESTED campaign.
THE ASK
Add a Leafs twist to the campaign to enhance the program’s appeal amongst Leafs fans.
CREATIVE INSIGHT
Like Leafs players, hockey parents know that quality equipment makes a difference both at home and on the ice.
THE IDEA
"TESTED for Life in Canada" featured a web series with Leafs player Patrick Marleau using TESTED products at home. Paid social posts with Leafs and Canadian Tire mascots using TESTED hockey gear encouraged fans to visit the microsite and enter a contest.
The
Results
THE Results
This is the power
of partnerships
