A FIRST EDITION FOR VIDEOTRON
From August 18th to 20th 2017, the 6th edition of JACKALOPE festival took place on the Sun Life Financial Esplanade at the Olympic Park of Montreal. There was more than 22,500 festival-goers during the weekend and generated more than 64 millions of media impressions ! This was also the start of an amazing partnership with Videotron that decided to be a part of the festival for 3 years.
During the JACKALOPE, Videotron main objective was to increase their notoriety with people of 18-35 years of age. The company also had a strong desire to show how thankful they were for their faithful customers by giving them the attention that they deserve.
A STRATEGY WAS USED IN THREE STEPS
1. Traditional, digital and web publicity (contest for 50 winners, 2 000 participants)
2. Promotion in the calling centers of Videotron around Montreal (directed to staff)
3. Activations during the festival:
› Tony Hawk Pro Skater video game contest
› Samsung VR experience (1 720 participants!)
› Free cellphone recharge desks
› Marketing wi-fi hotspot
+ Original content creation after the event with Le Collectif Vidéotron
The principal attraction of the event was, without a doubt, the presence of the skateboard legend Tony Hawk. This was made possible thanks to the double-partnership between Videotron & Samsung, for a unique demonstration in Montreal where 10,000 spectators attended.