Holiday Inn & CFL debut promo-game

The 'Look Again Challenge' gives fans a chance to test their coaching skills and how far they can (virtually) toss a football inside a hotel.

A trip to the Grey Cup is on offer to sports fans courtesy of a just-launched contest jointly sponsored by the Canadian Football League and its official hotel, Holiday Inn. The prizes include two tickets to the game, air fare to Toronto, three nights at a Holiday Inn, and CFL merchandise related to the winners’ favourite team.

But prizing is only one element of the lively ‘Look Again Challenge.’ Holiday Inn and the CFL have also launched a microsite aimed at jocks who are booking their next business trips. By clicking a link, football fans can create a customized CFL briefcase filled with fun activities.

Among them is a chance to test one’s coaching skills, earning points by selecting correct play completions. A more amusing option is clicking on a ‘Hotel Hail Mary’ icon to see how far a site visitor can virtually throw a football inside a Holiday Inn.

There is no ad campaign for this initiative, only promotional content on both the contest microsite and the CFL’s website – for which Toronto’s FourthWall Media designed the creative. PR is being handled by the Toronto office of Weber Shandwick Worldwide.