Sobeys Conducts NHL-Themed Sweepstakes
What’s new: Sobeys has activated its National Hockey League sponsorship with a "My NHL Picks" game and sweepstakes running throughout the 2024-2025 season.
Call to action: Members of the retailer’s Scene+ loyalty program can pick the winners of five NHL games per week from Oct. 10-April 16 within the Sobeys app. Each correct prediction earns an entry into one of three sweepstakes: period 1, Oct. 10-Dec. 11; period 2, Dec. 12-Feb. 12; and period 3, Feb. 20-April 16.
One winner during each period receives (or received) a $500 store gift card, a $500 NHLShop.ca gift card, and a trip for four to attend the NHL Winter Classic on Dec. 31, 2024, in Chicago; the Maple Leafs-Predators game on March 22 in Nashville, Tennessee; or a Stanley Cup Finals game this spring.
The top three users on the winners leaderboard for each of the three entry periods receive between 50,000 and 150,000 Scene+ points, valued between $500 and $1,500. Toronto-based XMC Experiential Marketing administers the sweepstakes.
Brand support: Customers who submit their weekly picks unlock exclusive offers from brands, among them Kraft Heinz Co.’s Maxwell House, Kruger Products’ Sponge Towels, Coca-Cola Co.’s Bodyarmor and Danone’s Oikos. Every offer redeemed earns three additional sweeps entries.
Supporting activity: Sobeys has promoted the sweeps with email blasts and a home page carousel ad.
What we saw: In stores, Kraft Heinz is activating its own NHL sponsorship with spectaculars promoting the manufacturer’s annual Hockeyville contest, which awards one hockey arena $250,000 for renovations and the opportunity to host an NHL preseason game. Consumers enter from Jan. 1 to March 2 by submitting a written or video essay explaining their community’s passion for hockey and how they would use the prize money. Three runners-up receive $25,000. Southfield, Michigan-based Merkle administers the contest.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
