Case Studies
Battle of the Blades
Challenge:
In recent years, there has been a need to increase the interest and viewership of figure skating. Since the glory days of the 1990s the sport has endured greater scrutiny with the judging scandel of the 2002 Winter Olympics as well as a new but confusing judging system. The sport however still has huge potential and iSport CEO, Kevin Albrecht sought to find a solution to rekindle the love that Canadians have for the sport.
Solution:
After watching an episode of Dancing with the Stars, Kevin Albrecht and Sandra Bezic thought of a new television series called Battle of the Blades. The show would pair legendary hockey stars like Tie Domi and Craig Simpson with some of the most graceful figure skaters to step on the ice like Shae-Lynn Bourne and Jamie Sale. A seven-week partnership with CBC would allow the Canadian audience to vote on their favorite pairs as they were challenged every week with a new and exciting figure skating routine.
Result:
With hosts, Ron MacLean of Hockey Night in Canada and Kurt Browning, a legend on the ice himself, the show was a rating hit with an average of three million viewers per week. It became a truly Canadian hit series that was able to bring families together and sparked a renewed interest in the world of figure skating. The searies has been renewed for a second season.
Grand Slam of Curling
Challenge:
The World Curling Tour was founded in 1992 with the simple philosophy of organizing events into a tour and have a Championship consisting of the top performers from these events. Although a good philosophy, it missed a key-part to making the property a success…sponsors and broadcast.
Solution:
iSport partnered with the World Curling Tour and the World Curling Players Association to deliver the Grand Slam of Curling for eight consecutive years (2006 to 2014) and usher in a new, 360°sponsorship strategy with CBC Sports that delivers unprecedented value for sponsors.
Result:
With the ability to offer companies affiliation with the world’s top curling athletes on a national scale, they have been able to get into the hearts and homes of curling fans across the country. With the audience (in-venue, national television and online) growing with each event, iSport’s stronghold on the sport of curling is only increasing. At iSport, our goal is to take curling to the next level, and with the help of our dedicated partners, players and fans we become a step closer each day.
Patrick Chan
Challenge:
Take a talented but raw young figure skater, Patrick Chan, and help him maximize his full potential of realizing his skating dreams while building his personal brand. Create and provide a new digital strategy that will promote him through a strong web presence and through social media networks.
Solution:
iSport focused on promoting Patrick through different media platforms such as a new website at PatrickChan.ca, unique video content that shows the quirky but engaging personality of Patrick, as well as utilizing social media networks to both promote his growing career and to build the foundation of his brand as Patrick Chan.
Result:
PatrickChan.ca is currently a successful athlete website that provides the building block for future opportunities. Visitors have increased exponentially since the website’s launch. Videos and Blogs continue to attract traffic as fans from all around the world support the future success of Patrick Chan and his quest for gold. The use of social networks allows fans and supporters to feel like they play a more active role in Patrick’s success.
Skatebuzz.com
Challenge:
Develop a new portal with client Skate Canada that elevates the sport of figure skating within Canada and internationally. Build a digital platform that provides tools for Skate Canada to better connect with figure skating fans and to better showcase the stars of their sport. At the same time provide a new outlet for Skate Canada’s loyal sponsors and advertisers.
Solution:
iSport built a customized CMS system for Skate Canada to control the web site portal: Skatebuzz.com. The technical platform provides easy to use tools for posting video, articles and other web 2.0 technologies. Skate Canada as well required technical support allowing integration with other 3rd party properties like Skate TV, You Be The Judge, various contest promotions and Skate Canada’s online store.
Result:
Launching in conjunction with Skate Canada, Skatebuzz.com features exclusive content from both national events in Canada and international competitions provided by the ISU. Plus, the opportunity for fans to interact with athletes and other mover and shakers from the skating world.
Wayne Gretzky
Challenge:
Create a platform that integrates the many Wayne Gretzky businesses under one Gretzky.com domain. Provide internet support and consultation for Wayne Gretzky brands such as the Ford Wayne Gretzky Classic presented by Samsung, WG Authentic, Wayne Gretzky Estates Winery, Wayne Gretzky’s Restaurant and the Wayne Gretzky Foundation.
Solution:
iSport focused on e-commerce support for WG Authentic, event management tools for the Ford Wayne Gretzky Classic, a dedicated micro-site for the Wayne Gretzky Estates Winery and video produced content needs for sponsors including Samsung Canada and Ford Motor Company of Canada.
Result:
Gretzky.com continues to be a tool based web site for Wayne Gretzky Enterprises. Highlights: WG Authentic offers a variety of high-end sports memorabilia through Gretzky.com/shop, Gretzky.com assists with managing over 700 volunteers for the Ford Wayne Gretzky Classic and the site is home for the Live From Wayne Gretzky’s podcasts featuring host Rod Black.