Sports TV Programming, Sports Online, In-Game Event, In-store (6 weeks).Promotional TV spots aired in high profile sports programming, ensuring that the sports enthusiast was targeted.Online contest page, housed in Canada’s primary sports website, was interactive featuring a “Kicking Game” for additional entries, plus video clips of famous CFL Kicks.

The winner was “merchandised” through the media, getting people excited and cheering him on, culminated in a very emotional event execution.

200,000 online entries (biggest TSN/Wendy’s promotion ever).Double regular game attendance TV audiences for half time increased significantly (27%).

Over $30,000,000 in PR generated resulting in a value of 320 x 1 versus the financial investment.Wendy’s sales grew significantly in the following days.