- Marketing News Canada
- Posts
- Scoring Big: Marketing campaigns inspired by the NHL playoffs
Scoring Big: Marketing campaigns inspired by the NHL playoffs
krista sylvester
April 23, 2025
Hey friend,
Are you ready to shake up your strategy and dive into what’s next in digital marketing? Creativity meets innovation this Friday as SocialNext takes over Toronto with next-level content creation, trend-savvy social media tactics, SEO that actually works, influencer marketing that influences, and AI tools that make you look like a genius. Plus, you’ll get hands-on with real-world workshops and expert-led sessions while you discover the latest tools shaping tomorrow’s campaigns.
But it's not all slide decks and buzzwords — SocialNext is where connections are made and you will be shoulder-to-shoulder with marketers, CMOs, strategists, creators, and fellow digital thinkers who are just as passionate as you are about making big moves. Whether you’re looking for inspiration, innovation, or a solid excuse to update your LinkedIn header, this is your chance to elevate your game with marketing that matters!
Coming Up
They shoot, they score: Canadian NHL playoff marketing campaigns that hit the mark
It’s a springtime tradition as the excitement of NHL playoff hockey sweeps over Canada while fans cheer on their hometown heroes on the path to the Stanley Cup. Beyond the action on the ice, there’s also a buzz that comes off the ice in the form of eye-catching marketing campaigns. Over the years, the NHL playoffs have spurred marketing campaigns that captured the attention of fans, ultimately becoming a beloved part of the tradition.
Grant Fuhr shows support for Edmonton Oilers with a special playoff Pepsi. “Everybody loves the orange. The Oilers roll in the playoffs in orange. So, Pepsi is going orange,” Fuhr said of the playoff promotion getting everyone talking. The product partnership is reminiscent of 1989 when Fuhr last partnered with the brand.
One of the most memorable campaigns stemmed from CBC’s Hockey Night in Canada with its iconic “Road to the Cup” intros. These cinematic montages would often feature dramatic narration and slow-motion highlights, hyping up players and fans alike while also setting the emotional tone for the playoffs.
The “Leafs Forever” branding has been a staple during Toronto’s playoff seasons, but it reached new levels in 2021 with emotional ads featuring generations of fans from grandparents to grandchildren as the team battled for the Stanley Cup. The campaign especially resonated during the pandemic when people were yearning for connection.
The Montreal Canadiens’ “Rise Together” campaign during their 2014 playoff run also stood out as a fan favourite. Focusing on unity and heritage, the campaign highlighted the team’s iconic history while connecting with a new generation of fans with merch, social media, and in-arena experiences.
Then there’s the “All together. All in” mantra from the Vancouver Canucks, which takes over the “We Are All Canucks” mantra popularized during the 2011 Stanley Cup run. Since then, the team has cycled through several taglines, including, “We are relentless” and “Come on, let’s go” - which we hate - and now the “All Together. All In” chant that we love.
These campaigns weren’t just ads—they were rallying cries for avid fans who throw their support behind their hometown teams and enjoy some good ol’ fashioned Canadian hockey playoffs.
Community Spotlight
Don’t assume that what has been done in the past is the only way to do things.
Meet Sophie Chouinard, people person, marketing wiz and self-proclaimed data nerd. Sophie (she/her) graduated from the University of Ottawa in 2022 after studying marketing. While there, she also completed a co-op term at a large bank that introduced her to the working world. After growing with that organization, but straying from the marketing roots she loved, she moved out of the finance sphere to get more hands-on experience in a smaller organization so she can learn everything. Currently, she works at the Westboro Village BIA as the jill-of-all-trades marketer, working on everything from social media to email marketing, SEO to blogging, paid ads and more! Outside of work, she enjoys paddle boarding, reading and cozying up with her cat, Lincoln.
What's a piece of advice you would give to Canadian Marketers? “Don’t assume that what has been done in the past is the only way to do things. Your customers will grow and change - grow and change with them! Trying a new approach, content idea, layout, etc. will very rarely make or break anything - try something new, see how your audience responds then use that to better your strategy!
I think this is especially pertinent for young marketers. Take into consideration what has been done in the past and why, but don’t be afraid to ask “Could we do this better?” and speak up if you have an idea!”
What kind of opportunities are you looking for? “I’m looking for an opportunity to help an organization build the bridge between data, the consumer profile and marketing strategy. I would love to join a medium-sized B2C organization to keep learning from others, and especially one that aligns with my values of sustainability and continuous learning. I hope to grow into a role where I can lead others and help them grow in their careers, as so many people have helped me.”
Upcoming Webinars, Workshops and Partner Events
Join us in the SocialNext Marketing Alliance for free webinar and workshops every week. Plus, build your network and make connections with marketers across Canada.
Scribe National brings together seasoned social media pros for a no-filter roundtable on what it really takes to manage content, community, and comms in today’s fast-moving digital world. Expect real talk, hard truths, and smart takeaways.
When: Thursday, April 24th @ 10 AM MST/12 PM EST
Where: Online with Scribe National
Registration: Free - RSVP
Unwind, connect, and toast to great company. Cyberimpact, Axeptio, and 30+ agency owners are gathering for a relaxed Happy Hour at Amano Trattoria in Toronto. Enjoy lively conversations, local industry connections, and complimentary drinks and bites, on them.
When: Thursday, April 24 @ 5 - 8 PM EST
Where: Amano Trattoria, 9 Church St, Toronto, ON
Registration: Free – RSVP
Event Marketing that Actually Converts with Leah Lagacy
From first ad to final applause—make every touchpoint count. Join Leah Lagacy as she shares how to create a seamless, engaging event journey that captivates from start to finish. Whether you're new to event planning or a seasoned pro, you'll walk away with actionable tips, fresh inspiration—and maybe a surprise or two.
When: Thursday, April 24 @ 5:30 - 8 PM EST
Where: Cohen’s Beer Republic 101 20th Street West Saskatoon, SK S7M 0W7
Registration: $17.31 CAD - Get your ticket here
AI-Powered Advertising: Merging Human Creativity with AI Efficiency
Discover how AI is reshaping the future of advertising without replacing the human spark. Jason Hunt shares how his agency leverages AI to streamline campaigns, boost creativity, and drive real results. Packed with insights and real-world examples, this session is a must for marketers ready to work smarter.
When: Wednesday, April 30 @ 10 AM MST
Where: SocialNext Marketing Alliance
Registration: Free - RSVP
SocialNext: Toronto is happening Friday! It’s not too late to join 500+ marketers at The Carlu on April 25. There’s only a few spots left, so secure yours before they are gone!
June will be here before we know it, which means SocialWest is right around the corner. Join Canada’s largest gathering of marketers June 11 - 13th at the Calgary TELUS Convention Center. Lock in your spot.
The first speaker announcements for SocialEast are on the way! Keep an eye on our socials to see who will be taking the stage on September 25 and 26 at the Halifax Marriott Harbourfront Hotel. Get your ticket!
If you’re on the West Coast, you won’t want to miss SocialPacific at the North Vancouver’s The Pipeshop on October 30. Join us in Vancouver!
Canadian Marketing & Business Weekly Brief
Western Canada Lottery gets in on the AI action figure trend - The movement has taken over social media. See how the Western Canada Lottery capitalized to build daydream and desire to drive lotto ticket purchases.
Move to the U.S. to avoid tariffs? These Canadian companies say no way – we’re expanding at home - Canadian companies are adjusting their U.S. expansion strategies in response to new tariffs imposed by the Trump administration. So, which industries are exploring alternative avenues or making big moves?
Dramatic rise in fake political content on social media as federal election nears - A new report finds over a quarter of Canadians are exposed to more sophisticated and polarizing fake content. How is Meta responding considering Canada’s ban on news coverage through the platform?
Canon Canada is putting in the work on sustainability - Canon Canada’s approach to environmental stewardship is guided by its parent company’s philosophy. Is this an approach that can work for other brands?
Trends & Insights: Take Note
Google released its annual Ads Safety Report and is unveiling the steps taken to protect its users while fighting back against scammers using AI.
Trends are fluid and often cyclical, and much like fashion, marketing trends that are "old" become "new" again.
If you are looking to leverage data-driven marketing, look no further than these 17 expert tips that will resonate with audiences.
Here are 13 profitable affiliate marketing niches that will connect you with a passionate audience and ignite interest.
The Industry’s Top Tools & Software
When it comes to managing and measuring your brand’s digital presence, Metricool is the all-in-one tool marketers swear by. From scheduling content to tracking analytics across platforms, it simplifies your entire social strategy in one clean dashboard.hey make it easy to create professional, high-impact print and design assets fast.
What do marketers love?
• All-in-One Dashboard: Plan, schedule, and analyze content across Instagram, TikTok, Facebook, LinkedIn, Google Ads, and more, all from one place.
• Real-Time Analytics: Get clear insights on what’s working (and what’s not) with easy-to-digest reports you can actually use.
• Competitor & Web Tracking: Monitor your competitors and website traffic to stay ahead of the game and fine-tune your strategy.
Whether you're managing multiple clients or scaling your brand’s content game, Metricool keeps you organized, informed, and one step ahead.
Explore how Metricool can make your marketing more efficient and data-driven, without the overwhelm.
Find Your Next Career Move
Senior Manager - Digital Marketing - NRG Energy (Calgary, AB)
The Senior Manager will lead a design, development, and content team dedicated to creating exceptional user experiences for Direct Energy Canada. Previous leadership role in full scale enterprise level CMS development is a requirement.
Event Marketing Specialist - Dairy Farmers of New Brunswick (Roachville, NB)
This role focuses on creating meaningful connections with the public through educational and promotional events, ensuring smooth execution and maximum impact. This is a Canada Summer Jobs student position so applicants must be between 15-30 years old.
Senior CRO Advisor - Growth Marketing Intact (Toronto, ON)
The successful candidate will drive the overall digital conversion strategy and execution in partnership with a multifunctional team. 7 years of digital marketing experience in a performance centric role is preferred.
Senior Programmatic Account Executive - Media Staffing Inc. (Remote)
This boutique recruitment firm specializing in Canadian media and marketing talent is seeking a remote Senior Sales Executive with 5+ years of experience and a strong contact list to join their team.
Brand Director, Daughter Creative (Calgary, AB)
The ideal candidate has a reputation for being independent, thoughtful and solution-oriented. The ideal candidate has 5+ years of creative account management under their belt – whether that is in design, advertising, or digital.
Catch you at one of our upcoming events!
Until next week,
Mike Morrison and the SocialNext Team
Reply