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Coca-Cola contest plays on hockey rivalry

Playing on age-old rivalry, marketing effort aims to "drive brand love"

Coca-Cola Canada is using the age-old rivalry between Toronto and Montreal hockey fans in a new contest, #ShareHockey. A two-minute video was shot during the first game of the season between the Toronto Maple Leafs and the Montreal Canadiens. Special vending machines were installed in each city, allowing hockey fans to see each other on screen. When the “share” button was pressed in one city, a can of Coke was dispensed in the rival city. Coca-Cola and partner Maple Leaf Sports & Entertainment (MLSE) are encouraging consumers to share the video through Facebook and Twitter and enter the online contest. #ShareHockey builds on the Share a Coke global campaign, which launched in Canada last year. The idea behind the contest is to show how sharing a Coke “can play a role in breaking down that hockey rivalry barrier by simply creating a moment of happiness when a Coke is shared,” said Sonia Bongiorno, senior marketing manager, Coca-Cola Canada. “It’s really about building brand engagement, driving brand love and hopefully growing our business.” Six grand prize winners will receive a “fan experience,” which includes a Leafs vs. Canadiens game, two custom Maple Leafs jerseys and two passes to the Hockey Hall of Fame in Toronto. The contest is being hosted on MLSE digital outlets, including the Maple Leafs YouTube channel, and is being supported via Facebook, Twitter, site takeovers and online banners. This article first appeared on

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