Paralympics - Canadian Olympic Committee

2021/08/08

Introduction

Following the Olympics, Tokyo announced that because of Covid-19 the Paralympic Games would also have no spectators.

Challenge

A lack of spectators undeniably changed the atmosphere at the games for the athletes, but there was an economic cost that was invisible to those watching at home.

Without in-person spectators, sponsors were denied the opportunity to interact with fans and potential business partners. Instead they needed to deliver remote digital initiatives.

This was made significantly harder for Team Canada and their key sponsors Canadian Tire, as unlike the Olympics. The Paralympics did not have an app that Filmily could use. It required a new solution not dependent on an app, rather web-based agnostic of delivery.

Campaign Description

Filmily delivered a ‘first to market’ web based version of the Filmily experience.

Team Canada shared a unique URL with fans via social media. Fans from across Canada were encouraged to click on the URL and join in the fun. Fans were taken to a Progressive Web App, co branded with Canadian Tire to record content to support the Canadian Paralympians.

We created a text only ‘ticker tape service’ where a fan could send a message of support for the team or a particular athlete. Their message, name and location would be broadcast on TV across Canada.

Fans could create their own personalised ‘Fan Card’, branded with Team Canada and brought to them by their sponsor Canadian Tire.

Every fan that shared content, received a thank you in the form of a personalised Mosaic with the fan at the centre as the star. These Mosaics were designed to be shared across social media, building communities and amplifying the value of Canadian Tires sponsorship. All of the experience was delivered in French or English, depending on which language the fan had set their phone.

Results

This was a first to market experience - using web based technology to deliver a fan engagement experience. The web based version of the PWA worked seamlessly during the whole event and allowed us much more control over the output and experience than we had at previous events.

Links

TBC