Agency: TRACK DDB

Objectives

Our task was to create a 1:1 dialogue with fans throughout the campaign period to:

  1. Increase app downloads
  2. Drive store guest counts
  3. Sustain user engagement

Strategy

Between fantasy hockey pools and an infinite number of sports-related mobile apps and specialty channels - when it comes to stats, hockey fans can't seem to get enough.

Our approach was to cater to this insight by weaving Montreal's on-ice performance with the performance of the free fry offer by visualizing this in a fun/engaging manner that even non-hockey fans could appreciate.

For example, the fastest first Habs goal scored was one-minute and fifteen seconds (a third of the time it takes to cook McDonald's World-Famous Fries).

Every touchpoint was built around a key point in the NHL hockey season such as: the half-way mark, the trade deadline, the final game of the season and we delivered fresh stats to help keep fans hungry for more.