Hockey Night in Canada (HNIC) and Ford are taking advantage of NHL playoff eyeball counts for their co-sponsored My Favourite Coach Contest. The week-old promo, cooked up by Young & Rubicam with media buys by Mediaedge:cia, ‘enforces the brands’ association with hockey. Every year, they do a co-marketing deal to drive the Ford brand’s association with Wayne Gretzky,’ says CBC customer marketing manager, Jennifer Downton. Folks who log on to cbc.ca/hockey and enter a mini-essay on their favourite on- or off-ice coach can win one of 999 (it’s a limited edition) Ford F-150 SuperCrew Lariat Wayne Gretzky vehicles, as well as a behind the scenes HNIC experience for two. Thirty-second ad spots were produced touting the promo and have been on high-rotation during the playoffs. The promo is also mentioned on ford.ca, and cbc.ca/hockey. It ends mid-June.
