Home / Olympics / Bell Canada – Bell Athlete Connection Programs

Jun 12th

2010

Posted in Olympics

June 2010

To demonstrate Bell’s simplicity platform, and leverage their Olympic sponsorship assets related to the 2004 Athens Olympic Games, members of Score Marketing Inc. created a convergent leveraging campaign including print, outdoor, and online components.

We worked with Bell to create a multitude of programs including the Bell.ca/athlete web page that supported their sponsored athletes and related programs.  To help communicate the story, two Public Relations angles were developed: the corporate story and the athlete testimonial.  Along with television features on CBC and SRC, members of Score Marketing Inc. also developed a trip to Athens contest that was supported by in-store POP, and a grassroots tour that incorporated athlete autograph signings, consumer photo and video opportunities.

Results:

  • Bell ranked 1st place with 84% for total sponsor awareness (in front of McDonalds and PLC)
  • Online campaign achieved 984,000 clicks
  • 97 million media and 39.4 million sponsorship impressions were delivered
  • www.bell.ca/athlete was the second most popular site in Canada within the sports category in August 2004
  • 40,214 contest entries

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