The Sportsnet #ThisIsBig contest combined live sports broadcasting with interactive digital engagement on an unprecedented scale for a Canadian sports network. Entry was as simple as watching hockey and typing in a code, but the campaign layered on creativity to keep fans invested. It ran through the entirety of the high-stakes NHL playoffs, offering exciting prizes from free streaming access up to a million dollars.

#ThisIsBig was a major success for Sportsnet – it drove increased viewership and second-screen usage, generated social media buzz as contestants share their player cards and prizes, and even helped market Sportsnet’s streaming service. The program generated a measurable increase in engaged viewership and achieved Sportsnet’s objectives of enhancing the playoff experience and strengthening audience loyalty​.

Ultimately, the program proved to be 4X more successful than the benchmark Hockey Watch-and-Win, as both fans and industry observers loved the program.

The #ThisIsBig contest serves as a case study in effective sports fan engagement, showing how a well-designed contest can amplify excitement around a sports event. Sportsnet’s bold approach paid off in higher engagement numbers and brand value, truly living up to the campaign’s name that “This Is Big.”