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.