Mark’s crashes the Grey Cup
The retailer is expanding its CFL sponsorship activations with a new focus on digital and social that will see it document the journey of six friends going to the big game.
Mark’s is deepening its ties to the CFL and the Grey Cup at the grassroots level with “Crash at Mark’s,” a new campaign that builds on its “Ready for This” platform.
Mark’s was recently named the official casual wear retailer of the 101st Grey Cup and will activate through traditional in-store, in-stadium and on-field branding. However, “Crash at Mark’s” will take its campaign into the social and digital spheres as Mark’s helps six Canadians make the journey from Calgary to the big game in Regina, inviting them to crash in a pair of RVs at a Mark’s location close to the stadium.
The journey will be documented with picture and video content and seeded through Mark’s Facebook, Twitter and Instagram channels, with a mix of organic posts and paid ads. Kal Irani, associate VP, marketing, Mark’s, tells MiC that more content will also be rolled out after the Grey Cup, and be leveraged as part of a broader campaign.
Irani says the brand has been speaking directly to its consumers in recent months as part of its rebrand and is looking to shift more of its advertising to digital and social. He says the “Crash at Mark’s” campaign was a good fit because it allows the brand to continue this shift, while staying true to its “Ready for This” platform and brand promise that it will prepare consumers for life in Canada.
Mark’s has been working on its Grey Cup activations with media agency Touché! PHD and creative shop Sid Lee, and is targeting a younger audience of adults aged 30 to 49.
Photo: Ice Man Photography, Flickr Creative Commons