Introduction
More than just a sport, hockey is a powerful driver of intergenerational connection and community pride. In this context, the Best Buy Express Cup stands out as an initiative designed to showcase young talent while making a tangible contribution to local infrastructure, particularly community arenas.
The initiative therefore goes beyond a simple sports competition. It is an event built around the joy of playing, one that highlights communities through their young athletes and strengthens the connection between the brand and the local fabric.
The challenge was to elevate the Best Buy Express Cup final at a provincial level by giving it strong and cohesive media visibility. To achieve this, journalists and content creators were strategically engaged to transform a friendly sports competition into a true moment of collective pride and community engagement.
Through panels, meet-and-greets with Georges Laraque, and by showcasing Best Buy’s commitment to youth, the event became a true point of convergence between sport, community involvement, and brand visibility.
Objectifs
Position the Best Buy Express Cup as a must-attend tournament in Quebec.
Maximize the event’s reach and visibility across the province.
Position Best Buy Express as a brand committed to youth.
Generate positive and engaging content.
Drive content creation and mentions.
Spark interest in the event and the brand.
Gameplan
A 360° approach, rolled out in three phases:
Before
- Sending an invitation package including a Best Buy Express Cup hockey jersey to around thirty journalists and content creators.
- Generating unboxing content and creating desire.
- Regional media relations to highlight local teams.
During
- On-site coordination of media and content creators.
- VIP experience and product distribution.
- On-site activation with brand ambassadors.
After
- Local media follow-ups.
- Distribution of content (photos, b-roll) to media outlets.
- Post-event amplification.
- All of this helped transform the event into a narrative platform rather than a simple sports competition.
Results
- 12.8M total impressions.
- 11.5M media impressions.
- 1.3M impressions via content creators.
- 23 content creators and five journalists engaged.
- Seven interviews with key personalities.
On-site activation:
- 300 direct interactions.
- +13.2% Instagram followers in one day.
Credits
Client | Best Buy Canada
Public, media and content creator relations | Franchir
Event partner | Hockey Québec
