Fans were invited to participate in a bracket based promotion that allowed them to choose a league/s and winners for each round. The CHL’s three leagues were part of the promotion with instant win, round, sweeps and a grand prize of tickets to the Memorial MasterCard Cup.
Valuable entry points were created for fans to get bonus points to the promotion in areas UPC entries and coupon downloads. 800 coupon downloads and 3000 UPC’s were entered to help users add more points to their score.
With the 8,000 new readers were added to the CHL newsletter and 100k+ pageviews throughout the bracket, an increase of 30% year over year of new fans was achieved.