Sportsnet is Canada’s leading sports broadcaster and the only broadcaster with national NHL TV rights. Their investment in hockey and baseball in particular are substantial and therefore they need properties beyond broadcast that maximize their investment. Over the last 10+ years, Sportsnet has turned to SCAi as their partner to design and administer a highly customized and flexible suite of fantasy sports programs that engages sports fans and generates revenue dollars.

In 2022, Sportsnet launched the #ThisIsBIG Contest during the Stanley Cup® Playoffs, offering Canadian hockey fans a chance to win substantial prizes, including a grand prize of $1,000,000. HEAD TOPICS Contest Structure and Participation The contest was designed to engage viewers by integrating game codes into live broadcasts: Game Codes: During each Sportsnet broadcast of the Stanley Cup® Playoffs, a unique Game Code appeared on-screen. Viewers were prompted to note these codes and enter them on the contest website, Sportsnet.ca/ThisIsBig, before 2:59:59 AM Eastern Time following the broadcast. Each code entry provided participants with an opportunity to win instant prizes. REDFLAGDEALS FORUMS Instant Prizes: Participants had the chance to win various instant prizes, including: One grand prize of $1,000,000. Seventy-seven prizes of $1,000 each. Seven hundred seventy subscriptions to 1-month of SN NOW, each valued at $14.99. Seventy-seven subscriptions to 1-year of SN NOW Premium, each valued at $249.99. Random Draw Prizes: In addition to instant prizes, four random draws were conducted, each awarding $5,000 to a lucky participant. Eligibility and Entry Periods The contest was open to Canadian residents (excluding Quebec) who had reached the age of majority in their province or territory. It spanned the duration of the 2022 Stanley Cup® Playoffs and was divided into four entry periods corresponding to the playoff rounds: Entry Period 1: Starting May 2, 2022, and ending on the last Sportsnet broadcast of Round 1. Entry Period 2: Beginning with the first Sportsnet broadcast of Round 2 and concluding with the last broadcast of that round. Entry Period 3: Commencing with the first Sportsnet broadcast of the Conference Finals and ending with the last broadcast of these finals. Entry Period 4: Starting with the first Sportsnet broadcast of the Stanley Cup® Final and concluding with the final broadcast of the series. Participants were limited to one game play per person, per email address, for each Game Code. The odds of winning the $1,000 instant prizes and SN NOW subscriptions depended on the number of game plays and the timing of entries, while the odds of winning the $1,000,000 grand prize were 1 in 30,000,000. REDFLAGDEALS FORUMS Marketing and Engagement Sportsnet effectively promoted the #ThisIsBIG Contest across various platforms, encouraging viewers to tune into live broadcasts for Game Codes and to participate actively via the contest website. This strategy not only increased viewership during the Stanley Cup® Playoffs but also enhanced fan engagement by offering substantial rewards. Conclusion Case Study: Sportsnet's #ThisIsBIG Contest Overview In 2022, Sportsnet launched the #ThisIsBIG contest to drive engagement during the Stanley Cup Playoffs. This promotional campaign provided hockey fans across Canada the opportunity to win instant prizes and a grand prize of $1,000,000. By leveraging a mix of digital participation and traditional television viewership, the contest aimed to increase audience retention and incentivize fans to tune into Sportsnet’s playoff coverage. Objectives The #ThisIsBIG contest was strategically designed with multiple objectives: Increase viewership: Encourage fans to watch the Stanley Cup Playoffs exclusively on Sportsnet. Enhance fan engagement: Provide interactive incentives to keep audiences invested in the broadcasts. Promote SN NOW subscriptions: Leverage the contest to introduce fans to Sportsnet’s streaming platform. Strengthen Sportsnet’s brand identity: Reinforce Sportsnet’s commitment to delivering immersive hockey experiences. Contest Mechanics The contest featured a simple yet effective entry mechanism that encouraged active participation. Game Codes During each Sportsnet broadcast of the Stanley Cup Playoffs, a unique Game Code was displayed on-screen. Viewers were prompted to note down the code and enter it on the contest website (Sportsnet.ca/ThisIsBig) before 2:59:59 AM ET following that broadcast. Each Game Code entry provided an opportunity to win instant prizes and be entered into random draws. Prize Structure The contest included multiple prize categories to maximize engagement: Instant Win Prizes 1 Grand Prize of $1,000,000 (Odds: 1 in 30,000,000) 77 Prizes of $1,000 each 770 SN NOW 1-month subscriptions (valued at $14.99 each) 77 SN NOW 1-year subscriptions (valued at $249.99 each) Random Draw Prizes 4 Draws of $5,000 each were awarded randomly throughout the playoffs. Entry Periods The contest spanned the entire 2022 Stanley Cup Playoffs, divided into four entry periods: Round 1: Begins May 2, 2022 – Ends after the final broadcast of Round 1. Round 2: Begins with the first broadcast of Round 2 – Ends after the final broadcast of the round. Conference Finals: Begins with the first broadcast of the Conference Finals – Ends after the final broadcast of these finals. Stanley Cup Final: Begins with the first broadcast of the Stanley Cup Final – Ends with the final game broadcast. Participants could enter once per Game Code per person/email address, increasing engagement throughout the playoffs. Marketing and Promotion Sportsnet used a multi-channel marketing approach to promote the contest: Television Broadcasts: Frequent in-game mentions and on-screen graphics to highlight Game Codes. Social Media Campaigns: Engaging posts on Twitter, Instagram, and Facebook using the hashtag #ThisIsBIG. Sportsnet Website: A dedicated contest landing page with rules, prizes, and entry instructions. Email & Push Notifications: Targeted reminders to subscribers and SN NOW users. Influencer & Athlete Partnerships: Collaboration with sports personalities to increase contest visibility. Results and Impact Increased Viewership The contest created a strong incentive for fans to tune into every broadcast, leading to higher ratings for Sportsnet during the Stanley Cup Playoffs. Fans were actively engaged, ensuring they paid close attention to broadcasts to catch Game Codes. Enhanced Engagement Thousands of entries per game demonstrated high user participation. The contest fostered community discussion with fans sharing excitement online. The use of instant prizes and grand rewards encouraged repeat participation. Boosted SN NOW Subscriptions The inclusion of SN NOW subscriptions as prizes helped promote Sportsnet’s digital streaming platform. Contest awareness drove more sign-ups for SN NOW’s free trials and paid subscriptions. Brand Reinforcement The #ThisIsBIG campaign solidified Sportsnet as a fan-first brand, reinforcing its role as a premier sports broadcaster. The contest’s seamless integration with broadcasts showed Sportsnet’s ability to innovate interactive sports experiences. Conclusion The #ThisIsBIG Contest was a highly successful engagement initiative that combined live sports entertainment with digital interactivity. By leveraging a mix of broadcast, digital, and social media marketing, Sportsnet effectively increased viewership, strengthened brand loyalty, and encouraged deeper fan participation. This case study highlights how strategic promotional campaigns can drive audience retention, monetization, and brand positioning within the competitive sports media landscape.