What better way to spend a weekend with family than to cheer on the home team?
The Grey Cup is the championship game of the Canadian Football League (CFL), and also the name of the famous trophy given to the winning football team each year.
The great thing about the Grey Cup is the tradition of holding a series of events as part of the Grey Cup Festival in the days leading up to the championship game.
The Grey Cup is held annually in different cities across Canada. In 2019, it was held in Calgary, Alberta.
Fervent Events was proud to team up with Freedom Mobile for a multi-day activation at one of Canada’s most watched sporting events, the Grey Cup, in October 2019.
Read more about it below.
Activation – Freedom Mobile
Fervent Events teamed up with Freedom Mobile for an exciting event during the Grey Cup.
Branded cubes were set up in a park close to the stadium, and outfitted with heating lamps and posts where fans could warm up, talk to a promo rep or Freedom Mobile rep, and take a guess at the final score of the game in exchange for some cool merch.
The program was designed to engage with the public and introduce them to Freedom Mobile’s services in the province while celebrating the fun annual sporting event.
Fervent Events tapped into its nationwide roster of brand ambassadors to staff 22 promo reps, for 550 staffing hours.
Promo reps were stationed at the Freedom Mobile cubes, which had heat lamps, patio heaters, and outdoor lighting to attract fans looking to escape the cold.
The promo reps engaged the public to enter a swag giveaway by predicting the score of the Grey Cup championship game.
Swag included branded fleece blankets, t-shirts, water bottles, foam footballs, and wallets. Kids loved the footballs, and people were excited to get a chance to predict who would win and by how much.
The contest included a prize of a free Freedom Mobile package for one year.
Fans responded positively to the swag giveaway as well as the event discount (20 percent off $60 plans), which led to high engagement surpassing the program projections.
Fervent Events dealt with all vendor management concerns, namely sourcing the branded swag for the giveaway, the media wall, and patio heaters.
The media wall was a branded backdrop where fans could take photos with mascots and football players who were present for a period of time. This was another draw to the activation cubes, which provided a worthwhile entertainment experience, a contest, a chance for a photo-op with a player, and a good deal on a phone plan.
The entire 5-day activation was a great success, with many program targets exceeded.
Read more about our experiential marketing process here.