TELUS' Digital Scavenger Hunt Woos Football Fans - Event Marketer

TELUS’ Digital Scavenger Hunt Woos Football Fans

DB_Telus_2013 ETA
Brand: TELUS
Agency: GMR MARKETING
Awards: EVENT TECHNOLOGY AWARDS — BEST EVENT APP
Year: 2013

The Fan Cup is the first trophy to honor the Canadian Football League’s most important players—the fans. Cast from the copper of Canadian pennies, The Fan Cup, engraved with the names of thousands of CFL fans across the country, now resides inside The Canadian Football Hall of Fame as a symbol of appreciation for a century of loyal fan support.

Fans created The Fan Cup trophy during the 10th Grey Cup Tour, which made 100 stops across Canada. By using a custom-built TELUS Penny Press, each press of a penny resulted in a 100th Grey Cup Game collectible and the penny itself was used to create The Fan Cup, etched with each participant’s name. But for a more robust digital experience, a “Capture the Cup” proximity-based smartphone app involved the fans in a digital scavenger hunt.

The end goal of the hunt was to capture The Fan Cup and win prizes by keeping it away from opponents. The final die-hard CFL fan “holding” the trophy received two tickets to the Championship Game and the honor of presenting The Fan Cup on-field to the Canadian Football Hall of Fame. The app allowed consumers to participate via their smartphone, ideal for TELUS, a smartphone and services provider.

The results were pretty smart, too: In the week “Capture the Cup” was alive, more than 3,000 visitors came to the site, resulting in 300 registered users. More than 8,000 names were added to The Fan Cup.

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