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Outdoor Life Network Million Dollar Slap Shot Sweepstakes
Outdoor Life Network (OLN) was looking to score a goal: to become the new home of the National Hockey League and top-of-mind with its fans. SCA was tapped to assist with an engaging sweepstakes involving a grand prize slap shot for a $1 million cash prize.
Objectives:
- Engage major league hockey fans with OLN.
- Drive local advertising revenue, cross-channel support and consumer tune-in for the Stanley Cup Playoffs.
Strategies:
- Utilize broadcast spot advertising, a custom microsite, retail window clings and counter cards to increase awareness of the promotion.
- Deliver free authentic NHL hockey pucks to retail customers as a premium as well as the game piece.
- Overlay an Instant Win game piece using $1500 gift certificates for autographed hockey merchandise from Steiner Sports. Affiliates that participated in the promotion and fulfilled broadcast spot commitments received HDTV sets.
Results:
- The agency for OLN gained over $2.7 million in media value and 39,000 local spots, helping to secure OLN’s place as the new home of the NHL and the go-to network for pro hockey action.
