Winners get to determine the next day’s recipient of a delivery of McCafe coffee, muffins and cookies through social media sharing.
With RapidFire’s Radical Network technology, brands will be able to stream ad campaigns in-game.
Almost 3 million people tuned in to Saturday’s match, with audiences for all games tracking 60% higher than in 2010.
The pubcaster plans elaborate coverage of four NHL games and several community events across Canada.
The Anchorman 2 star contributes to a 38% increase in viewership for TSN’s curling championship.