PepsiCo teams up amid hockey fervour

Riding high on Canada's gold medal wins, the media campaign behind its annual 'Team up and bring home the cup' contest boasts a new customer engagement strategy.

Could Canada be any more hockey mad than it is right now? PepsiCo Canada is embarking on a media campaign to support its annual ‘Team up and bring home the cup’ contest at what is possibly the best time in recent history, following Canada’s big win at the Olympics.

This time around, the brand is re-jigging the format of the contest to further enhance consumer engagement.

Branded as a co-sponsorship between the NHL and PepsiCo brands Pepsi, Gatorade and Lay’s (with media support by TSN and RDS), the contest first started in 2006. It offers amateur hockey teams in Canada the chance to win a day with the Stanley Cup and a game of shinny with hockey legend Mark Messier. To enter, teams upload a video, photo and essay explaining why they should win.

While previously teams were whittled down to 10 finalists that were voted on by the public, this year all teams will stay in the running right to the end in an effort to keep more consumers engaged in the voting process, Marie-France Girard, marketing manager, Frito Lay Canada, tells MiC. To ensure voting was fair with so many teams in the running, voting is restricted to once an hour per person. 

‘If we keep all teams in the running this year, our numbers will go up exponentially,’ she explains, adding that last year 631 teams registered and 217,000 votes were recorded for the final 10 teams.

Although the submission process started in early February, PepsiCo and MAOR OMD decided not to start the promotions until after the Olympics were over. Launching this week, the media plan includes 30-second spots on TSN and RDS, banner ads and a homepage domination today on and, banner ads on and the Hockey Canada website and mentions on TSN’s OTR and That’s Hockey.

There will also be in-store promotions for the voting phase and outreach to targeted hockey communities online through blogs and social media. TSN produced the TV spots, and all other creative was handled by Capital C.

Teams can enter at TSN and RDS microsites for the contest. Submission close March 12 and voting begins March 22 until April 17.