To ensure that we tell these stories in the right way, at each of the events, we invited personalities representing each community of interest — people like Phil Roy, Kevin Raphaël, Gaël Comtois, and many others. We asked them to document what they were experiencing through exclusive content, including takeovers and interactive content. Mostly, we wanted the brand's subscribers to view the events through the eyes of the chosen personalities, like if the Videotron VIP zone was extended to social media.
Through the content created by our influencers and content creators, Videotron's audience had an inside view of the field and players' room at an Impact soccer game. They also had a unique view of the city from the top of the Olympic Stadium. When the Videotron community became interested in the experiences through social networks, we invited them to enjoy the experience in person, offering them passes to various events.