Frito-Lay Canada and the Toronto-based Hockey Hall of Fame are teaming up to name one Canadian as the first to be honoured in the Hockey Hall of Fame as the ‘Greatest Canadian Hockey Fan.’ Hopefuls can visit lays.ca to enter for a chance to win the grand prize package that includes a trip for two to Toronto, a guided tour of the Hall of Fame, tickets to an NHL game and the Hall of Fame Induction Celebration, as well as spending money. Frito Lay Canada will also be handing out $50,000 in minor hockey sponsorships as secondary prizes. TV ads will run nationally on TSN to support the promo. TSN did the Web and TV creative while Capital C provided in-store elements. Media buys were done in-house. Jeff Klein, senior marketing manager at Lay’s, says the contest has ‘very broad consumer appeal’ and the company is hoping to make this an annual event, although this has not been confirmed yet.
The Ultimate Fan display will be housed at a pillar leading to the Fan Fun Zone within the Hockey Hall of Fame. Within the Zone, Lay’s has also sponsored an interactive game called ‘Lay’s Shut Out.’ Klein says the primary objective of the promotion is brand building. ‘This is a ‘can’t buy’ experience,’ he says. ‘The [winner] gets bragging rights as the first fan and their profile and picture will be in a display for one year.’ The Hockey Hall of Fame welcomes 325,000 folks per year.
