GM’s Chevrolet Equinox contest picks million-dollar man

TSN's annual 'Chevrolet Equinox Million Dollar Shootout Contest,' which will air during the IIHF World Junior Championships on Dec. 31, received 10 million entries - a new record for the network.

TSN’s popular GM-sponsored shootout contest received more than 10 million entries this year – up 30% from last year and more than any other contest for the network. Arranged by M2 Universal, this is the fourth year the brand is sponsoring the ‘Chevrolet Equinox Million Dollar Shootout,’ with a huge prize loot of four Equinox crossovers, $1 million and Esso gift cards worth thousands.

The contest, which launched on Oct. 26, was promoted on TV during NHL broadcasts and inter-game mentions, on the TSN website and contest microsite, Facebook page, e-blasts that went out to members of as well as GM’s website and database, says Alan Raphael, director of brand partnerships for TSN. Individuals could enter multiple times and were rewarded with extra chances to win by forwarding the contest to their friends, he adds.

Last week Alberta farmer Rod Tichton was chosen to participate in the shootout, which will air on New Year’s Eve during the IIHF World Junior Championship Game. Raphael couldn’t reveal the number of unique entries, but says they were up from last year.

‘People are much more engaged, and that’s what’s driving the increase in total entries. People really want to win this prize,’ Raphael tells MiC.