With Team Canada qualifying for the 28th Annual Showa Shinzan International Yukigassen World Championships (or “snow battle” championships for short), Buck Productions wanted to produce a documentary under its proverbial antler. But first, the producers wanted to build anticipation for the fast-breaking project, aptly named, Yukigassen: Road to Glory.
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To incite media attention, Jive leveraged Team Canada’s quirky personalities, Canadian pride and the team’s attempt to break the Guinness World Record for the Largest Snowball Fight. In under two weeks, the media effects snowballed and Jive plowed through:
- Over $764,000 in PR Value
- 101 national media hits
- Coverage from Global National, CTV National, eTalk, The Rick Mercer Report, The Social, CBC Radio One, and Toronto Sun
How We Did It
Team Canada’s red and white onesies definitely set the tone for the campaign. Jive used the eccentricity of Team Canada to craft a press release with a comedic spin – executing press days and interviews with key personalities to drive positive media exposure.
Rick Mercer: https://youtu.be/L0M-