Pucks of Cheese

Would you pay $5.6 million to watch a hockey game? Well, 79 million PR impressions and 2.2 million viewers say that Kraft Hockeyville is worth it. What better way to go nationwide is there than getting communities from coast to coast to boast how they're Canada's Hockeyville? Kraft and the NHL teamed with CBC to showcase how each town is the best hockey community in Canada. the winner of the contest got renovations to their arena and the chance to host a televised NHL game. How is this PR you ask? Well, was the backbone to this campaign, that also included radio, tv, and print ads. The PR came in the form of celebrity endorsement (NHL game) and a seven episode series featured in primetime on CBC. Who could have thought that Kraft was actually hosting the event? I for one totally forgot that Kraft was the reason that this campaign was even launched, but I was subject to their brand repeatedly. That is what makes PR so effective, that consumers don't necessarily equate a brand's name with paid advertising while the company is running an event of this nature.