2019 Shortlist

The Grind

Entrant Company: Canadian Football League

Finalist
  • Best Original Content or Programming
The Grind

How does entry represent “Excellence in Engagement”?

Not only were we able to inspire fans with exclusive behind-the-scenes access to our players and our host Brodie’s adventures, we challenged them to get inspired but stay accountable through our Twitter challenge. We regularly engaged those checking in with the challenge on all social channels.

Each episode was complemented by a “behind-the-scenes-sneak-peak” vlog, showcasing Brodie’s road trip and post-workout meals with each player. We further leveraged the series, with short “Grind 101” instructional workout videos on Instagram. We coupled this by issuing a social media challenge/campaign that encouraged fans to get physically active daily and check in on Twitter with their activities using #TheCFLGrind.

Credits

  • Brodie Lawson ‐ CFL
  • Rob Hynes ‐ CFL
  • Kyle Scott ‐ CFL
  • Kelly Shouldice ‐ CFL
  • Robbie Abrahamson ‐ CFL
  • Jonathan Rubinoff ‐ CFL