To celebrate the 25th anniversary of sports network TSN, Kraft is holding a contest to bring “Sportscentre” to 10 communities across Canada.
Through June 12, fans can nominate their community online at TSN.ca/KraftCelebrationTour for a chance at a $25,000 “community refresh”.
TSN and RDS will announce the 20 finalists selected by a panel of judges on July 1, then Canadians have 10 days to vote online for the winning 10 communities. Each winning location will also host the 6:30 pm ET edition of Sportscentre, while RDS’ Sports 30 will broadcast from any winning francophone communities.
According to Jim Kozak, senior manager of corporate promotions at Kraft, the sponsorship is trying to reach moms, the primary grocery shoppers. “Even though TSN is male-targeted, it really is the CTVglobemedia platform that allows us to deliver the program to our female target. Other community-based sports programs have reached moms quite well for us.”
There’s also a social media aspect of this campaign, in which organizers have setup a Facebook page. No mention of any Twitter page though.
— With files from MediaInCanada.com