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2017
Original Joe's
OJ's Beer League Program launch with NHL Star Sam Bennett
Content

A fidelity program for beer leaguers across the country

Western Canadian restaurant chain Original Joe's, who operate 66 restaurants accross western Canada, asked us to think of an influencer campaign. Almost a full year later, we evolved into launching a national client's rewards program with a Live Show featuring a NHL star.

The OJ’s Beer League Program is the official membership program for all beer leaguers across Western Canada. It offers active players access to exclusive menu items, discounts, special events & more. All details can be found online.

+ 120 000 Registered players
+ 660

local leagues & teams registered

+ 160 000$ sales revenues in 8 months
Campaign of the year For the Relational Marketing Association

A live show with an NHL star to kick off the program

Following a soft launch during the month of September in which Original Joe’s onboarded 15 leagues across all 4 Western Provinces for a total of over 100 000 players, the official launch was held at a Calgary Original Joe’s restaurant on October 30th 2017, as the team produced a 90-minute Live Show in front of hundreds of fans, headlining local fan favourite, Calgary Flames’ young star Sam Bennett.

The Live Show, which aired live on Facebook and will be repurposed in multiple social video assets, was hosted by Sportsnet’s Ryan Pinder and featured appearances by rising social media stars On The Bench as well as Nick Fleehart from The Beer League Podcast, a pioneering figure in the world of Beer League Hockey in Canada.

OJ's Beer League

And we're LIVE!

OJ's Beer League

Sneak peak at the production booth before the show.

Original Joes Beer League Program

The team behind the project

  • Copywriting - Stefan Szary

  • Partnership coordinator - Adam Reid

  • Athlete - Sam Bennett, Calgary Flames

  • Host - Ryan Pinder, Sportsnet 960

  • Co-hosts - On the Bench & Beer League Talk

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