On March 28, 2017 our clients Christine Wilby and Justin Lipton from Scotiabank will be speaking at BCON Expo in Toronto.

Their presentation comes on the heels of the “Heroes of Hockey Day” branded content series that concludes on March 8th, and together they will discuss the strategy, results, and sales generation of this innovative approach to broadcast and web content marketing.

“Heroes of Hockey Day in Canada”


The Mark conceived and produced the series over approximately 10 months, and it included 22 weekly broadcast spots that were complemented with 12 bi-weekly longer form webisodes posted on Scotiabank’s website. In all, nearly 2 Million minutes of Heroes was viewed across Canada during the series run, with year-over-year media results far exceeding everyone’s expectations.
The bedrock of the series was the “5th Season” values celebrated by Scotiabank, and was in support of one of the bank’s premiere sponsorship and brand properties – community hockey in Canada.

From the BCON website:

The Hockey Day Play: How Branded Content Scores New Customers for Scotiabank
Heroes of Hockey Day in Canada is Scotiabank’s first-ever serialized broadcast, digital, and social branded content series. With twenty 90-second episodes that air weekly on TV and online, Heroes features endearing kids, powerful stories about giving back to community, NHL superstar P.K. Subban and other hockey greats, and more. But how effective has this content series been in elevating the Scotiabank brand among consumers, and generating sales for the bank? Christine Wilby and Justin Lipton from the Scotiabank Brand and Sponsorship teams, respectively, will give BCON Expo attendees an exclusive look at the Heroes of Hockey Day strategy, and how the bank optimized and grew the branded content program over three hockey seasons.

Feeling inspired? Get tickets to the BCON Expo on their website here.

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