CHALLENGE

Fans know that Pepsi and summer fun go together like hockey and ice! After being postponed due to COVID-19, NHL returned with a shortened season beginning in August. Pepsi Canada needed a partner they could trust to deliver quickly, so they teamed up with MRi to bring joy to Canadian hockey fans. Using our consultative approach and Consumer Connect platform, our experts identified this promotion’s unique purpose. Pepsi needed enticing consumer engagement that would raise awareness of their sponsorship with the NHL. The “Pepsi Hockey’s Back Contest” was the perfect promotion to bring excitement to Pepsi and NHL fans all across Canada.

CHALLENGE

Fans know that Pepsi and summer fun go together like hockey and ice! After being postponed due to COVID-19, NHL returned with a shortened season beginning in August. Pepsi Canada needed a partner they could trust to deliver quickly, so they teamed up with MRi to bring joy to Canadian hockey fans. Using our consultative approach and Consumer Connect platform, our experts identified this promotion’s unique purpose. Pepsi needed enticing consumer engagement that would raise awareness of their sponsorship with the NHL. The “Pepsi Hockey’s Back Contest” was the perfect promotion to bring excitement to Pepsi and NHL fans all across Canada.

SOLUTION

Once their promotion’s purpose was identified, the MRi team got started on developing a promotion strategy. An on-pack promotion tied to the return of the NHL and featuring NHL related prizes was the ideal solution that would best meet the client’s challenges under a tight deadline. In order to bring awareness to Pepsi’s sponsorship with the NHL, we knew the prizes had to be catered to NHL fans. And what better way to engage NHL fans than to give them an opportunity to win a day with the Stanley Cup. As an added incentive, NHLSHOP.CA gift cards were awarded as instant prizes.

With an instant win game and grand prize sweepstakes, users could find the on-pack codes on specially marked Pepsi products, enter the codes on the promotion’s microsite, and have a chance at receiving an instant prize PLUS an entry to the grand prize sweepstakes. Even more, to raise social media awareness, fans could receive a bonus entry to the grand prize sweepstakes by capturing a photo or video hoisting the cup with the Hockey’s Back augmented reality effect, and submitting it in a post on Instagram with the hashtag #HockeysBackContest.

Once the strategy was finalized, our digital team developed a responsive, user friendly, and most importantly secure, microsite for the promotion. All code generation and management was handled by our expert team, with 25 years (and counting) experience.

SOLUTION

Once their promotion’s purpose was identified, the MRi team got started on developing a promotion strategy. An on-pack promotion tied to the return of the NHL and featuring NHL related prizes was the ideal solution that would best meet the client’s challenges under a tight deadline. In order to bring awareness to Pepsi’s sponsorship with the NHL, we knew the prizes had to be catered to NHL fans. And what better way to engage NHL fans than to give them an opportunity to win a day with the Stanley Cup. As an added incentive, NHLSHOP.CA gift cards were awarded as instant prizes.

 

With an instant win game and grand prize sweepstakes, users could find the on-pack codes on specially marked Pepsi products, enter the codes on the promotion’s microsite, and have a chance at receiving an instant prize PLUS an entry to the grand prize sweepstakes. Even more, to raise social media awareness, fans could receive a bonus entry to the grand prize sweepstakes by capturing a photo or video hoisting the cup with the Hockey’s Back augmented reality effect, and submitting it in a post on Instagram with the hashtag #HockeysBackContest.

 

Once the strategy was finalized, our digital team developed a responsive, user friendly, and most importantly secure, microsite for the promotion. All code generation and management was handled by our expert team, with 25 years (and counting) experience.

RESULTS

This program is currently in-market. Please check back soon for results. In the meantime, visit PepsiHockeysBack.ca to see the program for yourself!