The Way Back & the Power of Sport
Canadians Share Their Inspiring Stories
To promote the release of The Way Back, a film about a coach who gets his last shot at redemption by coaching a struggling basketball team at his alma mater, Warner Bros. Entertainment Canada Inc. asked YOUR BRAND to create a social media contest that engages fans of sport. The resulting collaboration tapped into what sports fans truly enjoy about the spectacle: the shared connection to teams, players, and other fans.
This insight drove audience engagement by asking fans to share uplifting stories of how sport has played a meaningful role in their lives. After receiving more than one thousand entries covering a range of inspiring themes, select user-generated content (UGC) was adapted as video creative, which was in turn leveraged to drive additional reach and promotion for the film and contest.
YOUR BRAND supported the initiative with copywriting, paid advertising, and creative services.
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Here’s your last shot to celebrate the release of #TheWayBack with your inspiring stories of how the power of sport played a pivotal role in your life. Comment below with your story for a chance to win a trip for two to an upcoming pro basketball game in Toronto or passes to see the film, now playing only in theatres. Contest ends March 13. Don’t forget to mention your city with you story. Excludes Quebec. Rules link in bio.