Crown Royal

King of the Game

SCAinteractive has been operating the largest fantasy hockey pool in Canada for CBC for the last three years. To capitalize on the success of this program, CBC and Crown Royal wanted to run a sweepstakes contest for all hockey pool contestants, offering them a chance to win tickets to upcoming hockey games. Scratch cards were also distributed at local retailers and the sweeps was promoted extensively on CBC's Hockey Night in Canada broadcasts. The contest was operated in both French and English.