MasterCard Oldest Rivalry
To create digital buzz around the Toronto Maple Leafs and Montreal Canadiens home opener game sponsored by MasterCard Canada.
MasterCard asked us for a Facebook post of two to promote the home opener, but we had an exciting idea that we thought they might love but with only a limited budget of $5000 including production we squeezed every penny to get hockey fans across Canada excited for the game.
Heckling is a tradition, so in celebration of Canada’s NHL season opener between MasterCard Canada invited fans of each to submit their heckles via Twitter, Facebook or YouTube. An old-fashioned Barbershop Quartet set the heckles to a four part harmony, and recorded online videos (in both English and French) for each. Fifty-six original videos were shown on game day (October 1) over eight hours, and the campaign garnered 4.3 million Twitter impressions.
Applied Arts Awards 2014 – Financial Services
Midas Awards – World’s Best Financial Advertising 2014
Gold Midas – Use of Medium – Social Media
Copywriter: Matt Lee & Jill Mack | Creative Directors: Cam Boyd & Troy McGuinness
How the night went down
We launched with a teaser video explaining to fans how to participate
The Influencer Play
With limited budgets we reached out to influencers in the Canadian hockey spotlight to contribute their jabs
The Highlight Reel
We made over 50 videos but here are some of my favorite heckles
Goals were scored and covered in real time
We had worked the days leading up on a bunch of goal scripts in case the quartets needed some inspiration or were stuck for rhymes