Client: Little Caesars
Product: Little Caesars
Title: Naming Rights
Media: Social, TV, OOH, Direct
Date Of Campaign: 2/17/22
Background: The year Little Caesars became the Official Pizza of the NHL for the 2020/21 season was a little different, to put it lightly. With no fans in the stands at arenas across Canada, we needed a sponsorship idea that would move beyond the expected rink-board logo. Combined with a limited budget and a desire to amplify the effort through earned media, we found a way to connect with pizza-loving hockey fans in a unique and authentic way right in their own dens, family rooms, living rooms, and sports caves. And, at the same time, increase delivery with people stuck at home.
Idea: Companies spend millions of dollars on the naming rights to arenas. And since fans weren’t allowed in the stands this season, as the official pizza of the NHL, we decided to buy the naming rights to where people were actually watching - their living rooms. Introducing The Little Caesars Naming Rights Deal: all the excitement of the NHL arena experience - brought to your home every Wednesday night.Fans were invited to sell the rights to their living rooms by signing a “not-legally-binding contract” on pizzanighthockey.ca. Once they officially changed their rooms’ name to the Little Caesars Hockey Room, they gained access to exclusive Wednesday deals for the rest of the 2020/21 NHL season. But the naming rights weren’t enough. We wanted more brand presence in their homes and asked our new partners how much pizza it would take. That’s when the live negotiations began and things got spicy.
Results: Thanks to featured NHL games every week on Wednesday Night Hockey, Little Caesars saw a 21% increase in store traffic on Wednesdays, a 15% increase in sales on Wednesdays, and a 10% increase in sales for delivery. We drove over 10 million impressions across both traditional and social media. On Little Caesars social media channels, we saw an astronomical increase of 8.6x in follower growth and an incredible 17.7% of overall engagement on our platforms. And, for the first time in Canada, fans got to speak with the brand in real time, loving every minute of it. And, as a nice feather in any Canadian marketer’s cap, the successful kick-off of Little Caesars Naming Rights Deal in Canada resulted in it being adapted by the Little Caesars U.S. team.