CBC UGC effort offers puck fans ‘Holy Grail’

Pepsi, Lay's and Gatorade are backing the ceeb's latest Hockey Night in Canada promo - a user-generated content contest that brings the Stanley Cup to the winner's living room.

CBC’s ‘Bring Home the Cup’ contest (www.cbc.ca/bringhomethecup) invites the nation’s hardcore hockey fans to submit videos or photos showing how they watch the NHL playoffs and to share what it would mean to them if the Stanley Cup was delivered to their door.

A panel of judges will choose three finalists from all the content submitted at the end of April. From May 5 to 8, the public votes online to decide the winner. Each week throughout the contest, the best vids will be profiled at the microsite, giving users a chance to post their commentary.

The winner gets the Cup delivered to their home by six-time champ Mark Messier, along with an HDTV theatre system, an Xbox 360 console, some drinkables/eatables from the three sponsors, two HNIC-branded leather chairs, and a playoff party for 20 of their closest friends. The winner will be announced during the HNIC broadcast.

Ads will air nationally on CBC, depicting Messier taking the Cup into somebody’s home during the playoffs. Eight feature-length segments with Canadian NHL players sharing their play-off rituals will air during the games and also be posted at the microsite. The sponsors are helping to promote the contest via special edition packaging and exclusive NHL Upper Deck hockey cards.