We decided to create a product, something everyone needs or uses, a product that wouldn't be out of place in your average Canadian Tire store. But what could be so ubiquitous that it could be enjoyed by ALL Canadians? We decided to start at the start of the day, breakfast, something we all enjoy. And voila; the Jumpstart Toaster was born.

Each of the three "different" toasters was sold as part of an integrated online campaign corresponding to the player's personality, including original pre-roll video content, digital display, an email campaign, and social ads. Jonathan Toews’s was "The Toewster” and sold his toaster from his library, where he was reading while wearing a turtleneck. Connor McDavid was "Toaster of Tomorrow" and he sold his toaster in a streamlined, future-forward fashion. And Wayne Gretzky, "The Great Toaster", sold his toaster, well, anyway he wanted to.

The success of this campaign was driven by the impactful and memorable creative amplified by a strategic media and PR campaign. Knowing that our audience is some of the most digitally plugged-in consumers in Canada, we knew we had to conquer this space in a creative way. Through social and display audience targeting, we were able to hone in on the most relevant consumers who we knew would fall in love with the concept and share it out with their friends.

The teaser portion of the campaign was a few days of mystery tweets from our athlete heroes, causing an uproar on social and news media. Following this, the pre-launch phase pushed consumers to a splash page, encouraging them to sign up to be alerted when the toasters went on sale. On launch day, November 20, the e-commerce site launched, and all inventory sold out in less than one day.

Overall, the campaign was a huge success in Canada and even in the United States. Here are some of the top results for this campaign:

• Sold out of all 10K toasters in less than one day, surpassing our business targets.

• Products and videos were featured in 152 news stories across North America (despite a Canada-specific media buy).

• Over 55 million impressions served across Canada.

• 80K visitors to our ecommerce site in one day.

• Website sales conversion rate was 12%.