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The story

of a

stadium.

MOSAIC
–
EXPERIENTIAL AND DIGITAL CAMPAIGN

Mosaic Moments was a two year campaign to raise awareness of The Mosaic Company through their flagship sponsorship of the Saskatchewan Roughriders and naming rights to Mosaic Stadium. Associating the Mosaic brand with memorable moments through the history of the stadium, and creating a few memorable moments of their own.

SURVEYING AND DATA COLLECTION

The first year of the campaign, Captive created an interactive survey to rank fans most favourite moments. A custom website allowed fans to interact with the #MosaicMoments hashtag as they shared old ones and created new ones that would be posted to the mosaicmoments.ca microsite.

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REMEMBERING OLD MOSAIC MOMENTS

For the second year of the Campaign, we further shifted the strategy to engaging fans to tell us their favourite moments at the games. Our ambassadors and content team would engage and record fans recalling their favourite moments. These would be shared on the mosaicmoments.ca microsite, as well as both the Saskatchewan Roughriders and Mosaic social feeds. 

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A DIGITAL HOME

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The mosaicmoments.ca microsite would be the home base for this engagement. There was a series of different ways for fans to share their favourite moments—through the engagement at the game to be shared as videos, a form on the website, or by using the #MosaicMoments hashtag.

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CREATING NEW MOSAIC MOMENTS

Further, Captive helped create a few special new moments for a lucky few. From celebrating the passing season tickets on to the next generation, to the engagement that happened in the stadium, to flying in a super-fan from Northern Saskatchewan to her first game.

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LED WRISTBANDS

For the closing ceremonies, Captive assisted in creating one last Mosaic Moment—a choreographed light show brought to you by the fans themselves. Our team conceived, sourced, provided the required technical support, and finally the logistics for distributing 15,000 wristbands throughout the stadium.

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RECAP VIDEO

The #MosaicMoments campaign was summarized with a recap video, shown at the game prior to the closing ceremonies—hitting all the feelers.

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