NISSAN / OPEN SOURCE FOOTBALL
25 August 2009
In line with the start of the new Canadian Football League (CFL) season, Nissan Canada has launched the first ever open source football 'platform', http://NissanArmchairHero.com.
- Media Type
- Gaming
- Integrated
- Online
- Product Category
- Leisure & Entertainment
- Source
- News
- Tags
- Automotive
- Social Media
- Competition
- Gaming
The site, built by the digital team at TBWA Toronto,
will allow CFL fans to create their own 'play' online, name it and tag
it to their favourite team. Those participating include Toronto
Argonauts, Calgary Stampeders, Edmonton Eskimos, Winnipeg Blue Bombers
and Saskatchewan Roughriders.
All submissions are then ranked according to user generated votes, and the winner will be crowned 'Armchair Hero', as well as winning tickets to the Grey Cup final.
'This is a way to move the consumer from the sidelines on to the field,' said Anthony Wolch, creative director at TBWA. 'Nissan wanted to activate their sponsorship with CFL teams in an innovative and engaging way so we challenged ourselves to find a way to virtually integrate the fan into the game.'
The idea was born from the insight that many CFL fans pride themselves on being able to create a better play than the ones actually used on the field, and as Nissan's focus is technology and design, NissanArmchairHero.com fuses this all together.
The campaign will include radio promotion, 'in-stadium' activity and online, as well as through Nissan.ca. Local activation varies in each city and will be communicated on each team's website.
All submissions are then ranked according to user generated votes, and the winner will be crowned 'Armchair Hero', as well as winning tickets to the Grey Cup final.
'This is a way to move the consumer from the sidelines on to the field,' said Anthony Wolch, creative director at TBWA. 'Nissan wanted to activate their sponsorship with CFL teams in an innovative and engaging way so we challenged ourselves to find a way to virtually integrate the fan into the game.'
The idea was born from the insight that many CFL fans pride themselves on being able to create a better play than the ones actually used on the field, and as Nissan's focus is technology and design, NissanArmchairHero.com fuses this all together.
The campaign will include radio promotion, 'in-stadium' activity and online, as well as through Nissan.ca. Local activation varies in each city and will be communicated on each team's website.
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