Mondelez gets game ready

Mondelez's objetive was to create a highly impactful 360 program that not only generated sales but maximized consumer engagement around their partnership with the National Hockey League.

The challenge was to stand out in the crowded arena of hockey partnerships. Starcom needed to create something original that would help Mondelez's brands stand out and help them better connect to their targets, ranging from millennials to principal grocery shoppings.

"#RUGameReady", a real-time program, was driven by social and fueled by mass media.To start, a social hub with created with the official NHL broadcaster, Rogers Media to aggregate fans' submissions of their rituals on Twitter, Instagram, and Facebook.

The campaign kicked off with three videos of hot-shot NHL players sharing their pre-game rituals and calling out to Canadians to join in.

A specially-created weekly TV segment hosted by former Olympian and TV sportscaster, Cassie Campbell-Pascall, featured the best of the submissions from the social hub on National TV each week for 12 weeks.

Over the three months, the hub's user generated content complemented by brands' and media partner's social, delivered a robust stream of content around fans' rituals.

The program generated over 85 million media impression of which user generated content made up more than half of the campaign's impressions. In the social-sphere, content reached 64% of Canadians digitally.

In-store POS also outperformed store buy-in target at 126%.