“The Official Canada Sevens Pre-Party”
The Challenge | Expand the Tournament Footprint
While sports fans gather every year for the infamous Canada Sevens tournament at BC Place Stadium, Brandlive was engaged in 2020 to help the event reach new audiences and drive tourism to the city of Vancouver. In its inaugural year, Brandlive not only had to create a new brand identity for Friday Night Kick Off, but it also had the challenge of driving awareness to the event in an effort to make the party a permanent and must-attend event on the itinerary of the Canada Sevens tournament weekend.
The Strategy | Activate the City Centre
The key to reaching new audiences was selecting a venue with high-visibility. In the heart of downtown Vancouver, at the iconic Vancouver Art Gallery North Plaza, Brandlive created a free, all-ages festival experience complete with food trucks, face-painting, live music, and a beer garden. The evening lineup was packed with roaming entertainment, live music from Side One, and a DJ from Man About Town. In order to cater to the rugby fans, there were guest appearances from HSBC Canada Sevens players and alumni as well as a branded #SoFancy7s catwalk for tournament goers to show off their costumes.
The Impact | A Night to Remember
The event turnout was better than imagined with over 2,300 guests in attendance. The buzz around the event was also very successful as the event marketing generated a total of 951,076 media impressions and 4,660 media engagements. It’s easy to say that 2020 only marks the beginning of Friday Night Kick Off.