Case Study
How Air Canada activated an NBA sponsorship with a contest microsite
The Air Canada Toronto Raptors Fan Flight Playoff Contest
Problem
How to most effectively activate Air Canada’s sponsorship with the NBA and the Toronto Raptors by inviting fans to enter for the chance to see them play live during the playoff season?
Solution
Fans were driven to a contest microsite from the Air Canada website. Fans were then prompted to select the playoff team they were cheering for. After they selected a team, the team’s logo appeared and the rules and
regulations changed based on what team they chose.
Winners received 2 round trip tickets, hotel accommodation, transportation and 2 tickets to the game in the playoff destination city.
7,856
Entrants
100%
Prizes redeemed
