Communications service provider SaskTel is encouraging Saskatchewan CFL fans to show their Roughrider pride with a new province-wide integrated campaign intended to cheer on the team leading up to the Grey Cup in Regina this fall.
The campaign, called “How Green R U?” is a challenge to Roughrider fans to get behind their team by posting photos of themselves decked out in their most elaborate fan outfits on a dedicated website. The site also connects fans to a photo gallery, Instagram and Roughrider social channels.
The team’s green logo is the inspirational source for the concept, and fans are being urged to show their true colours by donning it in their clothing, on their faces and in their hair.
All the creative for the “How Green R U” was developed by Blast Radius in Vancouver, SaskTel’s digital AOR, said Janson Anderson senior director, marketing communications and customer experience at SaskTel. He said the goal of the campaign is simple – get Saskatchewan excited about the Riders and ensure they are victorious in the Grey Cup.
“We wanted this campaign to be interactive and engaging. This is a huge Roughriders campaign for SaskTel. It’s an opportunity for people to get behind the team and show their Roughrider pride.”
Elements of the campaign include print and radio ads, outdoor and paid media banners, and online and social media promotion. A host of SaskTel street team events are also planned, and the SaskTel logo will be coloured green for the duration of the campaign.
The campaign also includes a “How Green R U?” challenge, which asks all SaskTel customers to take their best Roughrider related photographs and post them on Instagram with a “How Green R U?” hash tag. Photo booths will be placed at events throughout Saskatchewan and outfitted with Rider themed paraphernalia and backdrops.
Participants are encouraged to share their photos through social channels for the chance to win SaskTel and Rider merchandise as well as tickets for regular season games. Grand prize winners will receive two tickets to the Grey Cup.
“How Green R U?” launched Wednesday and will run until the Grey Cup on November 24.