Home / Olympics / Bell – Beijing Olympic Games Activation

Jun 12th

2010

Posted in Olympics

June 2010

To achieve specific business objectives related to Bell’s Olympic partnership around the 2008 Beijing Games, Members of Score Marketing Inc. were tasked to develop a comprehensive activation plan which would roll out in British Columbia, Alberta, Ontario and Quebec in two phases – Pre-Games and Games-time.

The pre-Games activation plan encompassed several elements including an interactive 20×20 ft kiosk (the Bell O-Zone) that highlighted each Bell Business Unit (BBU) and associated product offers, technology, Olympic content as well as activities such as athlete autograph signings.  Pre-Games rights were leveraged at three prominent Bell sponsored events across Canada including: Calgary Stampede, Calgary, AB; Quebec 400th Anniversary, Quebec City, QC; RBC Canadian Open, Oakville, ON.

The Games-Time activation plan brought the Bell O-Zone to select malls in British Columbia, Ontario and Quebec.  To drive traffic to the kiosk, street teams roamed in key locations close to the kiosk handing out ‘drive-to-zone’ cards and capturing video messages to send to the Canadian Olympic Team in Beijing.  A retail program was implemented in stores across the country to drive traffic, and ultimately sales and was accompanied by the Bell Big Air Allstars -  a freestyle ramp, trampoline and aerials show.  To support the whole activation an Olympic portal and eDM were developed along with a Media Relations plan

Results:

  • Bell ranked #4 in unaided awareness (including TOP sponsors
  • Recognized as #1 VANOC domestic sponsor
  • 495,000 consumers interacted with promotional representatives
  • 20 million media impressions
  • Approximately 20,000 Olympic handsets were sold

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