After Toronto's hockey team was eliminated in game seven by Boston, Boston Pizza quickly came up with an idea to set up a rage room at a local Boston Pizza to help fans release their emotions and start cheering for the remaining Canadian teams in the playoffs. The initiative was created in partnership with Toronto-based Camp Jefferson, BP's new AOR.
"The elimination of Toronto was disappointing for the fans, but we wanted to help them ease their disappointment in a fun way," said James Kawalecki, Vice President of Marketing at Boston Pizza International. "What better way to do that than at a spot with 'Boston' in its name? We encouraged fans to let loose, have some fun, and then return to cheering for other Canadian teams while enjoying the games at BP."
The BP Rage Room was set up in the parking lot of a local Boston Pizza the day after Toronto was eliminated from the playoffs, and it was available for fans to release their frustrations for two days. Fans who left the rage room were given a BP gift card so they could head over to BP to cheer on the other Canadian teams.
This initiative is part of BP's larger "Team up for the Win" campaign, which encourages Canadians to support all teams competing in hopes of bringing the Cup back to Canada for the first time since 1993.
"The playoff drought has been particularly long for Toronto fans," said Joseph Elkouby, Strategy Director at Camp Jefferson. "In previous years, we've seen how fan disappointment has led many to disengage completely once Toronto drops out of the series. We believed it was time to provide these long-suffering fans with a satisfying way to vent so they can get back on board and cheer for another Canadian contender."
The Rage Room was promoted via PR and influencer marketing, along with a paid social media campaign.
For example, here's a social vid featuring Leafs Superfan Dart Guy
CREDITS:
Activation Title: The BP Rage Room
Campaign Title: Team Up for the Win
Client: Boston Pizza
SVP Marketing & Communications: Peter Blackwell
Vice President, Marketing: James Kawalecki
Director of Marketing: Niels van Oyen
Marketing Manager, On-Premise: Sean Megna
Associate Marketing Manager, On-Premise: Taylor Campbell
Agency: Camp Jefferson
EVP, Managing Partner: Peter Bolt
SVP, General Manager: Edith Rosa
SVP, Director of Creative: Julie Nikolic
SVP, Director of Strategy: Ian Barr
Creative Director: Mike Blackmore
Creative Director: Chris Obergfell
Strategy Director: Joseph Elkouby
Integrated Production Director: Lily Tran
Account Director: Heather Mirynech
Associate Creative Director: Robyn Crummey
Associate Creative Director: Ashley Babcock
Associate Creative Director: Brendhan McCarthy
Account Supervisor: Kristina Figueira
Account Executive: Sierra Haddleton
PR: Heads & Tales
Media Agency: UM
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