Eastern Conference Finals Game 4. Raptors are down, the entire nation is on the edge of its seat. It was then that team ambassador and rap superstar Drake decided to give coach Nick Nurse a courtside shoulder rub.
The ‘Massage Felt Round the World’ achieved instant meme status, garnering reactions from fans, players – even the NBA commissioner.
Boston Pizza is a favourite destination to watch the game in Canada, but without being an official sponsor, we needed a way to remind fans to come in to watch the Raps at BP, without being able to say it.
Enter the #BPMassageBib. We took a memetic moment and turned it into a bib, reminding people to cheer on the Raptors at Boston Pizza, while making sure they didn’t spill any on themselves.
Within 3 days of coming up with the idea, 20,000 people wearing bibs at Scotiabank’s Jurassic Park. The bib earned coverage north and south of the border – with several reporters wearing the bib on air – leaving no doubt in the minds of Canadians that BP is the place to watch the big game.