What we did
PHD Toronto helped Canadian sports retailer Sport Chek take on US giant Foot Locker, the official NBA sponsor, to establish its credibility in the emerging basketball market of Toronto.
A campaign based around the hashtag #mynorth targeted nine local areas of Toronto. The brand partnered with broadcasters to produce documentaries featuring the neighbourhoods and players’ stories.
A guerrilla marketing campaign using 500 locations such as basket ball boards and street furniture saw detachable posters installed and magnetic stickers put up in community centre changing rooms.
What our audience did
Players bought t-shirts from Sport Chek featuring their neighbourhood’s colours and spread the detachable posters and magnets around the city.
They attended Sport Chek’s community basketball clinics and engaged with the #mynorth hashtag.
What it achieved
The #mynorth hashtag generated 15 million social shares in a city of six million people, an exclusive product line linked to the hashtag sold out in less than two months and Sport Chek earned its basketball credibility.