Goal of Labatt’s mobile campaign: Reach NHL fans

Labatt Breweries has teamed up with mobile services firm Exponen­tia for a new interactive marketing cam­paign that calls on NHL fans.

The campaign, called Bud Light PlayAction Live, is a real time interac­tive prediction and trivia game that runs on both the online and WAP version of sports Web site TSN.ca. The live game, which can be played through the remain­der of the NHL regular season and play­offs, lets NHL fans compete by answer­ing questions and predicting the actions during the game via their mobile phone or online profiles.

“Our clients are always looking for a new way to interact with fans beyond tra­ditional media advertising,” said Andrew Gregory, managing partner of Exponen­tia. “This lets them interact with the audi­ence in new and interactive ways.”

Players can respond to questions such as, “All tied up! Who will score next?”, “Going to overtime: How will this one end?” and “Power shortage! Will Ottawa score on this power play?” to com­pete and win prizes. Points are awarded to the winners, and the winner of each game receives a Bud Light prize pack. In addition, Labatt will give away a Pioneer plasma TV and Blu-Ray DVD player to one winner.

All of Exponentia’s campaigns focus on integrating “four screens”: the scoreboard, mobile phone, computer and television. “[Mobile] is best when it is integrated into other channels,” Gregory said.

A recent campaign for the NHL’s Ot­tawa Senators runs ads on the scoreboard during a game, calling consumers to text in answers to the live questions.

Exponentia and TSN.ca have worked together for more than five years. In 2005, the two firms did a live mobile pre­diction game for golf in North America with the Skins Game on TSN, and in 2004 they did a campaign for hockey in North America at the IIHF World Junior Championship.

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