Rogers Wireless

Rogers Wireless’ communication strategy centers on music and sports, with a core target of active enthusiasts aged 18 to 34, with a strong male skew. MediaCom’s strategy was to engage male hockey enthusiasts within the number-one hockey show, Hockey Night in Canada, by developing user-generated content that could be shared with their peers and a broader hockey audience.

Rogers Wireless has a long-term relationship with the CBC and HNIC, so MediaCom worked with the CBC to develop a feature that would drive HNIC viewers to a microsite where they could cut, edit and produce their own unique segment using highlights of shots, hits and saves from previous NHL games. Users could also upload their own video clips so they could “play” against the stars themselves. Each week the best Rogers HNIC Mash-Up video was featured in the HNIC broadcast – the first time UGC was integrated into the popular property. As well, all video clips could be spread virally via email and mobile phone.

To drive awareness and participation, a series of 10-second integrations in HNIC games worked together to explain the mechanics of the program, and 30-second promotional spots aired throughout CBC programming to push to the website. Online, links throughout CBC.ca pushed to the Mash-Up site.

While specific results are confidential, the Rogers HNIC Mash-Up exceeded all projections.