Sport Chek kicking it on YouTube this weekend

Sports equipment and apparel retailer Sport Chek is launching the next phase of a spring campaign that kicked off last month with a soccer stunt on the streets of Toronto. In April, a small group of soccer players showed off their finest footwork on the city’s busiest intersections for a series of online videos that […]

Sports equipment and apparel retailer Sport Chek is launching the next phase of a spring campaign that kicked off last month with a soccer stunt on the streets of Toronto.

In April, a small group of soccer players showed off their finest footwork on the city’s busiest intersections for a series of online videos that ran on YouTube and Yahoo.

With the help of Montreal-based agency Sid Lee, that footage has been turned into a 15-second teaser that will run on YouTube’s homepage this weekend and direct viewers to an extended 90-second version. This is the first commercial we have run on YouTube,” said Duncan Fulton, chief marketing officer at FGL Sports Group. “With this campaign we are delivering seasonally-relevant TV commercials through a multi-screen strategy at a fraction of the cost of traditional TV advertising.” Forzani is expecting about 9 million impressions over the weekend.

The spots end with “Are you ready to kick off spring?” and the Facebook URL.

At the start of the campaign,  Fulton told Marketing the objective is to present the retailer as a prime source of apparel and equipment for spring activity.

The mostly online campaign also signals the retailer’s decision to focus more of its efforts around digital advertising.

“Instead of a half-million-dollar production and a few million in TV buys, we shot an inspiring spring ‘TV’ ad for less than $40,000 and plan to run it exclusively online,” he said.

Fulton, who was made senior vice-president, communication and chief marketing officer of Forzani last August when Canadian Tire acquired the company (since renamed FGL Sports Group), is in the midst of brand overhaul for Sport Chek that includes a rebuilt marketing team to support it.

He plans to add 20 or more members—including a VP marketing—to the Calgary-based team, bringing its head count to 40.

Brands Articles

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Mr. Sub selects Tag Franchise for a brand refresh

The quick-serve submarine chain is ready for change

More 2014 MIAs finalists – shortlist #2

Finalists in the Best Use of Content and Best Use of Digital Channels categories