To celebrate the start of the Vancouver Canucks’ 50th season in 2019-20, the team linked up with coffee and donut chain Tim Hortons as presenting partner of a pre-season scavenger hunt.
Other organisations: Rover
The objective for both team and sponsor was to engage digital and mobile savvy Vancouver hockey fans.
For Tim Hortons, the aim was to increase local awareness of the brand’s support for the team, to boost brand-related fan happiness and positive association, to drive in-store footfall and to support its umbrella NHL trading card campaign in the Vancouver market.
For the team, the aim was to build excitement ahead of its 50th season and drive app downloads.
Building on the team’s official app and working with mobile engagement platform Rover, the Canucks and Tim Hortons marketing team created a mobile scavenger hunt to drive app downloads.
On 27 September 2019, participating fans were tasked with solving a series of clues that revealed six hidden locations across Vancouver. Each location was chosen as an important city landmark. The Canucks provided clues to the identity of each location: the initial clues were sent via the team app and subsequent clues were distributed across social media.
Happy Scavenger Hunt presented by @TimHortons day! Here’s how the clues will be released:
— Vancouver #Canucks (@Canucks) September 27, 2019
At each of the six locations, fans were given a participation card that contained a QR code. Using their smartphones, when fans scanned the QR code it would automatically load a Rover screen in the Canucks app revealing which prize they had won.
The Canucks rewarded fans at each of the locations with a Grand Prize of a set of four of their 50th anniversary 2019/20 jerseys, tickets to upcoming games and Tim Hortons gift cards and discount codes.
To drive engagement, the Canucks initially sent out an app-based campaign guide designed and launched through the Rover platform to gets fans excited about the upcoming quest. The guide explained when the campaign was taking place, highlighted prizes fans could win and reminded fans that the first people to get clues to each location would be those who had the app downloaded.
Tim Hortons provided most of the scavenger hunt prizes in the form of 200 gift cards at each of the six locations.
In return it had its logo on all event promotional assets, digital campaign content and at prime locations around the city. One of its main downtown Vancouver restaurants was a clue location, directly driving footfall in-store.
It was able to tie the city-focused campaign into its ‘Collect to Win’ NHL trading card activation by giving thousands of fans packs of NHL trading cards.
Between the promotion and the launch of the event the campaign drove more than 5,300 new app users – a seven-per-cent increase.
The scavenger hunt itself received more than 2,150 individual entries. The average of the participants was 32 with the biggest age cohort between 25 and 34-years-old (plus 91 fans aged over 55 and 47 under 18s. More than half of participants visited more than one location.
In total, the campaign led to 16,000 app opens, 35,000 screens viewed and 11,000 clicks.