Making #WeAreWinter Famous! Engaging Canadian Media & Sponsors.

January 1st the #WeAreWinter conversation was sparked! The campaign launched in the NHL Winter Classic (largest sporting event prior to the Olympics). Canadian Media owners showed their pride by allowing #WeAreWinter to be everywhere! Live Digital boards, twitter-sized newspaper ads, Cinema and digital ads. Olympic sponsors donated owned media bringing #WeAreWinter to in-flight screens, department store windows, & Gas Stations.

Content Partnership & Amplification:

Twitter invested in the campaign in exchange for exclusive content. As part of our distribution strategy our Olympic content was whitelisted for Olympic sponsors to amplify…and they did! The multiplier effect lead to Olympic sponsors generating over 125M impressions!

Attach #WeAreWinter to all Conversations!

#WeAreWinter became the country’s unified expression of patriotism & athlete support!

#WeAreWinter was included in Athlete’s real-time tweets, News Outlets updates, and on real-time tweets on digital boards in Toronto’s Timesquare. A media first!

The campaign took Gold! Canada’s #wearewinter conversation was the loudest of all nations*. We succeeded in making our athletes famous with our campaign. #wearewinter became:

• Huge: $15M worth of donated media

• Influential: Followers grew by 336%, (@CDNOlympicTeam 1 of top 10 Canadian twitter accounts)

• Viral: Generated 2,269,278,220 Earned Impressions

• Engaging: Delivered over 3M Social Engagements & the highest Canadian Twitter Engagement rate - 24%

• Famous: #WeAreWinter was used in tweets between Canada’s prime minister & Barack Obama.

• Intergalactic: Leveraged by Captain Kirk (William Shatner) and Astronaut Chris Hadfield (+1MM Followers)

Source: *Twitter hashtag usage & trending