Sportsnet
Be A Broadcaster Experience
Role: Creative Direction
This project was developed while working with SDIMKTG
The Brief.
Sportsnet, Canada’s number 1 sports network, desired an ownable and shareable mobile experience that could travel across the country as part of the 6 month long Rogers Hometown Hockey Tour.
The Idea.
Using green screen technology we created an interactive studio set up, housed completely within an 18ft trailer, that allowed any fan to become a star on Sportsnet’s prime time Hockey Central show.
Visitors were able experience life as a sports broadcaster by presenting highlights of their favourite Canadian hockey team’s best moments in tandem with the station’s lead anchor Ivanka Osmak.
After viewing the video run through and choosing their specific licensed NHL content, they would be provided with a printed version of the script for practice. then step in front of the camera to present from a teleprompter.
When the shoot was complete the content would be instantly sent to their email address and they would be invited to share on numerous social channels using the #BeABroadcaster hashtag.
The #BeABroadcaster hashtag was further leveraged by offering users the opportunity to win amazing hockey prizes, such as interviewing players at the NHL Allstar Game.
The studio was housed within a 18ft trailer with a finish sturdy enough to with stand travelling across the country during the harsh Canadian winter.
Specific roles in this project included; ideation and strategy of concept, art direction, copywriting of scripts and instructional elements, working with Production Director on the physical build and leading the creation of the content such as filming of on-air talent.
The activation was such a success on the initial tour that in the months and years following we reshot content for NHL Playoffs, Rogers Cup Tennis, Toronto Blue Jays Baseball as well as a specific French language version for the Quebec market.