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June 2007 - Strategy Magazine
Upfront

Sport Chek, Contiki and Subaru rally for data

by Annette Bourdeau
page 8

Sporting goods chain Sport Chek is hoping its latest online contest - its biggest ever - will drive up its membership database and increase store traffic. It brought partners Contiki Holidays and Subaru on board to help it score big results and reach their common target: 18- to 35-year-olds.

The contest launched last month and wraps at the end of June. Sport Chek shoppers get unique contest-entry PIN codes on their receipts, and when they register at getintogear.ca. they get a discount coupon. "It's a great circle connection," explains Lorissa Dong, promotions manager at Calgary-based Forzani Group, which owns Sport Chek. Users can send the contest to a friend, at which point they're prompted to opt into Contiki's mailing list. The travel group is hoping the contest will help it beef up its own database.

A TV spot running across Canada on TSN features footage of the grand prize - a Subaru Forester. Subaru offered up the prize in exchange for the free media it's getting from the contest promotion, which includes newspaper and POS executions. Other prizes include a Contiki European vacation, Sport Chek gift cards, and memberships at yet another contest partner, Good Life Fitness.

Within a week of launching, 3,000 people registered for the contest, and it had been sent to a friend 1,000 times.

The contest is also being promoted in the June 4 edition of the Air Miles newsletter, the Good Life fitness e-newsletter and Contiki's own newsletter.

The TV, POS and print were done by Forzani's in-house team, while Calgary-based marketing agency SDMG did the website.

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