Since licensed hockey merchandise is an emotional purchase - with sales of jerseys and other items changing depending on a team’s performance - Sport Chek planned its media spend around the possible outcomes of hockey games. For example, it worked with Google Adwords to automate ads in search, based on which hockey team won or a lost a game. Using digital OOH, the brand displayed congratulations messages that were triggered only if a team won. During playoffs, social and display ad banners were triggered within seconds of a team’s victory. Sport Chek also ran TV ads on Sportsnet that provided special product offers only valid for the duration of a game. As a result, the brand saw a 200% lift in team sports gear, and tracked 39 million impressions and 15,000 social engagements.