Uniting a Country Behind One Idea.

Challenge

Growth for any team entering the NBA Finals was inevitable. How might we activate an experience that maximized the opportunity?

Solution

As the only NBA team in Canada we embraced the team’s role as an ‘outsider’ but we set out to ensure everyone felt invited. We designed our storytelling and activations in a way that was not just culturally relevant, but was hyper-inclusive. Second, we focused on extending the reach of all stories outside of our local market with strong lens on international growth. We translated our ‘We The North’ rallying cry into 30 languages, created an enormous space outside the arena to watch the game (for free), and provided that playbook, assets and connections to local cities across the country to activate in the same way (for free). We leveraged broadcasters, PR, celebrities and influencers, user-generated content and tons of giveaways to ensure our brand and story was being received far and wide.

Results

Total 800K fans attended Jurassic Park during the Finals, either outside the arena or one of the 30 local activations across Canada.

Over 1M new app downloads generated from demand of Jurassic Park.

Gained 1.3M new followers across all social platforms.

Exceeded sales forecast for retail by 2X, and set the record for the most NBA Championship merchandise sold ever.

Awards

NBA “Team of Year” based on business performance (2020).

Shortlist for “Best Original Content, “ Best Real-Time Engagement” , and “Best Social Media Campaign” at Hashtag Sports Awards (2020)