{"id":2339,"date":"2023-03-31T18:47:19","date_gmt":"2023-03-31T23:47:19","guid":{"rendered":"https:\/\/scainteractive.com\/stage\/?p=2339"},"modified":"2025-03-21T15:42:05","modified_gmt":"2025-03-21T22:42:05","slug":"this-is-big","status":"publish","type":"post","link":"https:\/\/scainteractive.com\/stage\/this-is-big\/","title":{"rendered":"#ThisIsBig"},"content":{"rendered":"
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Expertise<\/span><\/div><\/div><\/div><\/div>
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Case Study<\/div>
Fantasy Suite:<\/div>
Sportsnet<\/div>\n
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The Challenge<\/div>
Sportsnet is Canada\u2019s 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.<\/p>\n\nIn 2022, Sportsnet launched the #ThisIsBIG Contest during the Stanley Cup\u00ae Playoffs, offering Canadian hockey fans a chance to win substantial prizes, including a grand prize of $1,000,000. \nHEAD TOPICS\n\nContest Structure and Participation\n\nThe contest was designed to engage viewers by integrating game codes into live broadcasts:\n\nGame Codes: During each Sportsnet broadcast of the Stanley Cup\u00ae 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. \nREDFLAGDEALS FORUMS\n\nInstant Prizes: Participants had the chance to win various instant prizes, including:\n\nOne grand prize of $1,000,000.\n\nSeventy-seven prizes of $1,000 each.\n\nSeven hundred seventy subscriptions to 1-month of SN NOW, each valued at $14.99.\n\nSeventy-seven subscriptions to 1-year of SN NOW Premium, each valued at $249.99.\n\nRandom Draw Prizes: In addition to instant prizes, four random draws were conducted, each awarding $5,000 to a lucky participant.\n\nEligibility and Entry Periods\n\nThe 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\u00ae Playoffs and was divided into four entry periods corresponding to the playoff rounds:\n\nEntry Period 1: Starting May 2, 2022, and ending on the last Sportsnet broadcast of Round 1.\n\nEntry Period 2: Beginning with the first Sportsnet broadcast of Round 2 and concluding with the last broadcast of that round.\n\nEntry Period 3: Commencing with the first Sportsnet broadcast of the Conference Finals and ending with the last broadcast of these finals.\n\nEntry Period 4: Starting with the first Sportsnet broadcast of the Stanley Cup\u00ae Final and concluding with the final broadcast of the series.\n\nParticipants 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. \nREDFLAGDEALS FORUMS\n\nMarketing and Engagement\n\nSportsnet 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\u00ae Playoffs but also enhanced fan engagement by offering substantial rewards.\n\nConclusion\nCase Study: Sportsnet's #ThisIsBIG Contest\n\nOverview\n\nIn 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\u2019s playoff coverage.\n\nObjectives\n\nThe #ThisIsBIG contest was strategically designed with multiple objectives:\n\nIncrease viewership: Encourage fans to watch the Stanley Cup Playoffs exclusively on Sportsnet.\n\nEnhance fan engagement: Provide interactive incentives to keep audiences invested in the broadcasts.\n\nPromote SN NOW subscriptions: Leverage the contest to introduce fans to Sportsnet\u2019s streaming platform.\n\nStrengthen Sportsnet\u2019s brand identity: Reinforce Sportsnet\u2019s commitment to delivering immersive hockey experiences.\n\nContest Mechanics\n\nThe contest featured a simple yet effective entry mechanism that encouraged active participation.\n\nGame Codes\n\nDuring each Sportsnet broadcast of the Stanley Cup Playoffs, a unique Game Code was displayed on-screen.\n\nViewers 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.\n\nEach Game Code entry provided an opportunity to win instant prizes and be entered into random draws.\n\nPrize Structure\n\nThe contest included multiple prize categories to maximize engagement:\n\nInstant Win Prizes\n\n1 Grand Prize of $1,000,000 (Odds: 1 in 30,000,000)\n\n77 Prizes of $1,000 each\n\n770 SN NOW 1-month subscriptions (valued at $14.99 each)\n\n77 SN NOW 1-year subscriptions (valued at $249.99 each)\n\nRandom Draw Prizes\n\n4 Draws of $5,000 each were awarded randomly throughout the playoffs.\n\nEntry Periods\n\nThe contest spanned the entire 2022 Stanley Cup Playoffs, divided into four entry periods:\n\nRound 1: Begins May 2, 2022 \u2013 Ends after the final broadcast of Round 1.\n\nRound 2: Begins with the first broadcast of Round 2 \u2013 Ends after the final broadcast of the round.\n\nConference Finals: Begins with the first broadcast of the Conference Finals \u2013 Ends after the final broadcast of these finals.\n\nStanley Cup Final: Begins with the first broadcast of the Stanley Cup Final \u2013 Ends with the final game broadcast.\n\nParticipants could enter once per Game Code per person\/email address, increasing engagement throughout the playoffs.\n\nMarketing and Promotion\n\nSportsnet used a multi-channel marketing approach to promote the contest:\n\nTelevision Broadcasts: Frequent in-game mentions and on-screen graphics to highlight Game Codes.\n\nSocial Media Campaigns: Engaging posts on Twitter, Instagram, and Facebook using the hashtag #ThisIsBIG.\n\nSportsnet Website: A dedicated contest landing page with rules, prizes, and entry instructions.\n\nEmail & Push Notifications: Targeted reminders to subscribers and SN NOW users.\n\nInfluencer & Athlete Partnerships: Collaboration with sports personalities to increase contest visibility.\n\nResults and Impact\n\nIncreased Viewership\n\nThe contest created a strong incentive for fans to tune into every broadcast, leading to higher ratings for Sportsnet during the Stanley Cup Playoffs.\n\nFans were actively engaged, ensuring they paid close attention to broadcasts to catch Game Codes.\n\nEnhanced Engagement\n\nThousands of entries per game demonstrated high user participation.\n\nThe contest fostered community discussion with fans sharing excitement online.\n\nThe use of instant prizes and grand rewards encouraged repeat participation.\n\nBoosted SN NOW Subscriptions\n\nThe inclusion of SN NOW subscriptions as prizes helped promote Sportsnet\u2019s digital streaming platform.\n\nContest awareness drove more sign-ups for SN NOW\u2019s free trials and paid subscriptions.\n\nBrand Reinforcement\n\nThe #ThisIsBIG campaign solidified Sportsnet as a fan-first brand, reinforcing its role as a premier sports broadcaster.\n\nThe contest\u2019s seamless integration with broadcasts showed Sportsnet\u2019s ability to innovate interactive sports experiences.\n\nConclusion\n\nThe #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.\n\nThis case study highlights how strategic promotional campaigns can drive audience retention, monetization, and brand positioning within the competitive sports media landscape.\n\n<\/div><\/div><\/div><\/div>
The Solution<\/div>
The fantasy programs are custom designed and developed specifically for Sportsnet and tailored each year to meet sponsor brand and messaging requirements. <\/p> For the Fantasy Hockey program, each week of the regular season, and each round of the playoffs, contestants return to the site to make their picks for the upcoming week. Each weekly submission challenges fans to pick a roster of players from across the league, while remaining under a set \u201csalary cap\u201d. A sponsor-themed multiplier (RAM) is also applied to three players selected by the contestant, and those players earn double points. <\/div><\/div>
\"Image\"<\/span><\/div><\/div><\/div>
\nEach weekly submission challenges fans to pick a roster of players from across the league, while remaining under a set \u201csalary cap\u201d. A sponsor-themed multiplier (RAM) is also applied to three players selected by the contestant, and those players earn double points.<\/p> \n\nA leaderboard and real-time stats allow contestants to track their performance, while groups and badges drive deeper social engagement. Content generate by the pool \u2013 winners, etc. \u2013 are integrated into live broadcast spots during hockey telecasts, providing greater exposure and increasing participation. Additional features were custom designed to amplify the RAM branding and messaging, and increase participation and engagement levels.\n<\/div>\"Image\"<\/span><\/div><\/div><\/div>
The Results<\/div>

The Sportsnet Fantasy Hockey Pool presented by RAM was highly engaging and valuable to RAM as a stand-alone property that existed on the web. Exponential value was also generated through the deep integration opportunities it provided to bring RAM\u2019s sponsorship of the program into Sportsnet broadcasts and website content.\n<\/p>\n

The program was recognized with GOLD at the Muse Creative Awards in the Immersive and Experiential category.<\/p><\/div>\"Muse<\/a><\/div><\/div><\/div>

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