As a Founding Partner of New Mosaic Stadium, the Capital Auto Mall takes special care to ensure their brand and investment with the Saskatchewan Roughriders is well-represented to Rider fans throughout the season. Harvard Media is the agency that Capital trusts to do this important work.
“Capitalville” represents the close relationship between Capital Auto Group and the Saskatchewan Roughriders. Since the 1990s, Capital has worked closely with the Riders, supplying vehicles and eventually becoming the official vehicle supplier of Rider Nation.
The “Pick 6 Contest” is Capitalville’s major activation during the regular Rider football season. 13 “Qualifiers” are chosen throughout the season’s duration and are invited to attend the final home game at which one of the Qualifiers will win a brand new luxury vehicle of their choice. 6 vehicles (3 from Ford, 3 from GM) are the featured prizes of the contest.
Harvard Media takes charge of all of the promotional aspects of the Capitalville contest – from creating a website and entry form to interviewing Qualifiers, designing artwork for the vehicles, creating graphics and video elements for the Half Time shows, and much more.
Capital Auto Mall Suites
As a Founding Partner, a section of New Mosaic Stadium is known as the Capital Auto Mall Suites. Harvard Media had the unique opportunity to create designs for all of the suite’s decorative panels and displays in order to make them current for the 2019 season. The artwork was then produced and installed by Look Agency.
The Capitalville website is the main online presence for Capital’s partnership with the Saskatchewan Roughriders.
The website serves as the main entry point for the Pick 6 contest and also details the 6 prize vehicles, contest rules, and hosts the Qualifier feature videos. Harvard Media was responsible for assessing the client’s needs, working with the hosting provider to guarantee the site could handle waves of traffic, and the creation of the website itself.
Apparel and Merchandise
To complement the contest and encourage the spirit of Capitalville within the dealerships, Harvard Media produced sweaters, pop sockets, wristbands, and foam hands for representatives, staff, and fans.
Capital Auto Mall is the official provider of vehicles for the Saskatchewan Roughriders. This means that the vehicles driven by the coaches, executive, and the prize vehicles are all brand-new vehicles from Capital. Harvard Media designed and mocked up each vehicle to represent both the Saskatchewan Roughriders and Capital brands and arranged for the application of the design in time for delivery.
Qualifier Prize Ticket
Each of the 13 Qualifiers received a special Prize Pack full of goodies as well as a large commemorative “game ticket” inviting them to the final home game.
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