Work · Case Study
BC Lions: OVERTIME
Win in overtime and the order comes back. Twelve days at full price on a CFL team store. Every second online order enrolled.
Context
The Lions wanted a game-day promotion without discounting merchandise. The first trigger died with the quarterback’s injury, so the concept pivoted to an overtime win two weeks before launch.
My Role
Offer mechanic and terms, landing page and storefront takeover in the team’s own look, email and SMS sequence, social frames, press release, final report.
Process
What Happened
- Adoption climbed. 44% of online orders in week one, 100% on the final Friday.
- The mid-campaign email was the peak. 12 orders and CA$1,608 the next day.
- New fans, full price. 16 of 31 enrolled orders were first-time customers. CA$0 discounted.
- The trigger did not fire. Lions won 27 to 24 in regulation. Every fan got the consolation offer, as promised.
Why It Works
- The reward is tied to something fans already care about, so it reads as loyalty, not a sale.
- The code enrols the order without changing the total. Every sale was full price.
- The consolation path was designed with the same care as the win.
51%
Online orders enrolled at full price
52%
First-time customers
CA$0
Discounted