Red sofa in the lower bowl seating section of the basketball court

Raptors Couchside Campaign.

In the debut year of partnership, Leon's Furniture and the Toronto Raptors collaborated to unveil an exclusive couchside experience tailored for Toronto Raptors fans. This unique opportunity granted one lucky winner and a lucky friend a courtside experience watching the Raptors' warm-up sessions from the comfort of a Leon's sofa. Accompanied by lower bowl seats for the game, a generous food and beverage gift card, and an ultimate merch pack, this immersive package not only sparked excitement among Raptors fans but also enabled Leon's to cultivate an impact with the team's avid audience, driving engagement and leaving a memorable impression for Leon’s & Raptor’s first year of partnership.

My Role

Brand Ambassador
Graphic Designer

Timeline

1 year (2019-20 NBA Season)

Team

Lewis L., Andrew K., Sabrina B., Sarah M. & Barry H. S.
Wide angled shot of the red sofa in the lower bowl seating area in the stadium

Overview

Through this partnership, Leon’s want to develop a strategy that incentivizes Raptors fans to purchase Leon’s products, to drive traffic to Leon’s stores, produce engagement from Raptors audience with Leon’s brands and create a long term impact.

Drive Sales
Drive Traffic
Engagement
Long Term Impact

Design Deliverables

  • Staff Delivery Uniform
  • Giveaway Mini Basketballs
  • Collectible Limited Edition
    '95 Basketballs
  • In-store Setup
  • Social Media Graphics
  • Landing Page
  • Email Newsletter
Staff Delivery Uniform
Red and White Raptors Ball with Raptors Logos
Red and White Raptors Ball with Up Your Home Game text on the basketball
In-Store Setup
Raptors Basketball in Rewind Theme using purple, white, and grey.
Raptors Basketball in Rewind Theme using purple, white, and grey. Leon's and Raptors partnership logo emblazoned on the back

Marketing

The contest was promoted extensively on both Leon's and the Raptors' social media platforms, directing fans to a dedicated landing page where they could sign up for a chance to win. This strategic approach not only engaged existing followers but also attracted new subscribers, significantly boosting Leon's online presence and community.

In addition to the online contest, Leon's also organized an in-store contest. Fans were encouraged to visit Leon's stores and take a photo on the same sofa featured in the courtside experience. To enter, participants had to post their photos on social media using the designated hashtag, #LEONSCOURTSIDE. This creative initiative not only generated buzz around the contest but also drove foot traffic to Leon's stores, enhancing brand visibility and customer engagement.

Landing Page Mockup
Landing Page
Instagram post mockup
Social Media Post
Email Newsletter

Outcome / Metrics

With subscribers increase from less than 7,500 to 18,000 through this contest, Leon's Courtside Contest Campaign proved to be a resounding success. By leveraging social media and in-store activations, Leon’s created so much excitement, attracted new customers, and created a strong impact to Raptors fans.

Reflections and Key Learnings

As an avid Raptors fan, the beginning of this partnership filled me with excitement. Beyond the thrill of being able to attend games, being involved and contributing to the team’s marketing strategies for this partnership proved to be an invaluable learning opportunity. I gained invaluable knowledge from my colleagues and and learned to navigate challenges posed by COVID-19. Although the pandemic forced a pause on in-store activations and our marketing efforts, it taught me crucial lessons in adaptability.

Next Project: Raptors Coffee Table Campaign

Year 2 of Leon’s x Raptors Partnership Campaign