To participate, fans were tasked with solving a series of clues that revealed six hidden locations across Vancouver. Each location was chosen as an important landmark for both the city of Vancouver and for the team. The Canucks provided clues to identify each location, with their initial clues sent through their app,and then later on social media.
At each of the six locations, fans were given a participation card that contained a QR code. Using their smartphones, when fans scanned the QR code, it would automatically load a Rover screen in the Canucks app revealing which prize they had won.
Rover helped the Canucks ideate, design, and launch a scavenger hunt campaign strategically timed in advance of the 2019-20 NHL season.
The Canucks awarded fans at each of the six locations with a Gand Prize of a set of four of their 50th anniversary 2019-2020 jerseys, along with various other prizes including tickets to Sedin Retirement Night, Alex Burrows Ring of Honour Night, Tim Hortons gift cards, as well as Tim Hortons hockey cards, and discount codes.
As a presenting sponsor, Tim Hortons gained brand awareness through the ability to have their logo at prime locations throughout all of the digital activations and promotion of the event. As well, one of their main locations in downtown Vancouver was chosen as a clue destination, ensuring an increase of foot traffic into their local stores.
The Fan Experience
Today’s fan is incredibly connected and enjoys interacting with their favourite teams during each game with their phone in hand.
A strong indicator of the campaign’s success was how many participants headed to multiple locations. The scavenger hunt received over 2,150 total entries and while that number is a strong indicator of success alone, what was more telling was how passionate each participant was.
An impressive variance in age was also present with this activation. As a whole, the average age of participants was 32, with the biggest group residing within 25-34 years of age. But there were also ninety-one fans who were over the age of 55 and forty-seven fans who fell under the age of 18.
Key Takeaways & Numbers
In the age of the connected and digitally savvy fan, cultivating a data-driven mobile strategy is more important than ever before.
The Vancouver Canucks demonstrated this importance with a scavenger activation that saw thousands of fans engage, winning them a host of #Canucks50 tickets and merchandise as well as prizes from their partner, Tim Hortons.