SiriusXM Toronto RaptorS Commute

SCENARIO: In continuation of SiriusXM’s partnership with the Toronto Raptors as their official audio streaming partner, we worked with our creative agency, Conflict, on exploring a bigger opportunity of getting on fans’ radars beyond the arena.

TASK: Drive intrigue amongst basketball lovers on how SiriusXM can get them closer to the game and letting them know about all the great Hip-Hop and basketball content available on SiriusXM.

Industry: Music & Entertainment, Sports

Personal Responsibilities: Brand Management, Partnership Management, Shoot Coordination, and Media Planning (OOH & Digital)

Partners: Maple Leaf Sports & Entertainment (MLSE), Toronto Raptors

Creative Agency: Conflict

Video & Photo Production: AG Creative

PR Agency: ZENO Group

Headphone Production: Route44

Additional Credits: Susan Simpson, Vanessa Neshevich, Kayla Schwartz, Jennifer Charlebois, Tristan Heighington, Tamara Staines, Niall Kelly, Leonardo (Enrique) Gonzalez, Charlie Likely, Lauren McAuley, Andrew Gook, Anthony Nusca, Justin Manabat, Alex Gook, Kathleen Bennett, Agathe Maillard, Megan McEwan, Sydney Lloyd, AC Sales-Foscarin, Alexandra Gillan, Kellan Jay

APPROACH

GAMEDAY READY WITH SIRIUSXM

To drive greater affinity and resonance amongst fans, we partnered with The Raptor and followed him as he got ready for work with SiriusXM. Through a surprise-and-delight activation in Downtown Toronto, The Raptor was dressed with oversized SiriusXM headphones as he engaged with fans, hopped on local public transit, took a series of selfies on social media, and handed out SiriusXM x Toronto Raptors cobranded swag while being followed by the Toronto Raptors North Side Crew.

The official cheer dancers supported on showcasing SiriusXM being the go-to streaming platform on game day and raising awareness around the Toronto Raptors Gameday Mixtape, Hip-Hop and exclusive NBA content.

HIGHLIGHTS

45.3M

IMPRESSIONS

3.93%

ENGAGEMENT RATE

138.1k

EngagementS

$2.10

CPM

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OUTCOME

DRIVING POSITIVE CONSIDERATION

The campaign, running from December to February, featured this surprise activation during the Toronto Raptors- New York Knicks game, and expanded to various downtown locations near Scotiabank Arena. The goal was to draw attention to SiriusXM’s range of basketball content, including live games on Canada Talks and NBA Radio’s daily programming, and position SiriusXM as a must-have for every Raptors superfan, on and off the court.

As a result, the campaign drove positive brand health in Ontario (+1.7) amongst NBA fans (+2.1) and Hip-Hop/R&B listeners (+3.9), with a notable +13.1 spike on the day of the Raptors-Knicks game.

PRESS

  • Toronto Raptors Mascot spotted commuting to the game on his way to work

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  • Here are 5 ways SiriusXM is hyping up home games for Toronto Raptors fans

    Daily HIve

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  • SiriusXM and The Raptor mascot hit TO streets to celebrate partnership

    Strategy

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DON’T worry. There’s more.