THE OPPORTUNITY
To promote the premiere of W Network’s second season of Hockey Wives, we executed a re-engagement strategy and produced Corus' first ever live-stream experience.
THE PRODUCT
Our mission was to scale massive attention surrounding the premiere episode by tapping into the existing audience and compelling new viewers to tune-in and engage.
The internet went crazy.
What we did
Strategy
Creative Direction
GFX
Video
Hype.
Three weeks prior to launch, we executed an entertaining, multi-media campaign focused on engagement and share-ability.
Repurposed, edited, you name it. All in the name of hype.
Raw. Unedited. Live-streamed.
By merging the offline and online world together, we created a multi-screen experience by bringing viewers into the living room of an NHL hockey star.
Winning the ultimate fan-experience, viewers tuned in to the premiere from the comfort of Toronto Maple Leaf forward Daniel Winnik's home. Sponsored by LG Canada, fans were invited to the intimate viewing-party, watching the episode side-by-side with the stars (the wives of Carey Price, Jonathan Bernier, Winnik), and personally engaging with the cast during commercial breaks.
The end result.
We can safely say the internet took notice. With over 5k total views, the hashtag #hockeywives trended across Canada that night.
#hockeywives is now trending in Canada https://t.co/oLlm55UGQG
— Trendsmap Canada (@TrendsmapCanada) October 29, 2015
