Use keyword targeting to reach the right users.
By targeting keywords like "hockey," "sports," and "Canada," the brand generated interest from sports fans, active Canadian families, and top influencers. To reach its target audience of sports enthusiasts, @CanadianTire used the Promoted Trend #BigPlay and Twitter Amplify to share live @TSN_Sports branded replays of the game.
Engage your audience with timely, rich media.
During the tournament, @CanadianTire used Twitter Amplify to distribute timely replays created by @TSN_Sports and Snappy TV. This allowed the brand to align itself with @TSN_Sports and reach a wider audience of sports fans interested in or talking about the game. Canadian Tire kept on the pulse of its followers and built momentum with fresh, real-time video content, and multiple Tweets per game that resonated with viewers.
Use high-profile names to increase charity awareness.
By using branded pre-roll video with sponsored athletes like @HockeyCanada captain Connor McDavid (@cmcdavid97), @CanadianTire created a personal connection with viewers and encouraged fans to Retweet in support of future hockey players. @CanadianTire highlighted the journey of @HockeyCanada players to increase the visibility of #BigPlay and @ctjumpstart charities. The brand created hype to support Canada’s national game and its players with #BigPlay.
Twitter is a tremendous partner to help us on our journey to becoming one of the top digital retailers in the world... And thanks to the unmatched power of Twitter's real-time platform to engage our customers in the #BigPlay initiative, we will be able to bring the power of sport... to more than 10,000 kids over the next three years.