In their third year of partnership, Leon's and the Toronto Raptors introduced an exciting contest for the most dedicated Raptors fans. Through an Instagram contest, fans were encouraged to share a photo or video showcasing their love for the team and why they deserve to win. The winner would get to bring 10-15 guests to a special suite furnished with Leon's iconic red sofa and chair to watch the game. They would also receive a one-of-a-kind coffee table made from the iconic "95 Rewind Court." Each guest would get a swag bag containing jerseys, hats, and Raptors merch. To complete the ultimate fan experience, food and beverages were provided guaranteeing a fun and unforgettable experience not only for the winner but for all the guests.
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.
Due to uncertainty about fans returning to the stadium for games, our marketing campaign for the third year partnership faced delays. With the majority of our efforts shifting online due to COVID-19 restrictions, my team was unsure of the best approach. We decided to leverage the reach of both the Raptors' and Leon's social media platforms to promote the contest. Followers and subscribers were directed to a landing page on Leon's website, where they could enter their information for a chance to win. Despite the challenges, we remained committed to engaging our audience and delivering an exciting contest experience.
Due to the delayed campaign launch, we didn't attract as many subscribers as in previous campaigns. However, once the campaign kicked off, we managed to gain approximately 7,500 more subscribers.
Despite the setbacks and challenges my team encountered during the campaign launch, I see it as a valuable lesson in adaptability. Working through the uncertainties of COVID-19 restrictions taught me a great deal, especially in terms of planning ahead and having contingency plans in place. Learning from my team's expertise in navigating such challenges proved essential in ensuring the smooth execution of the campaign.