In early September, the CFL and Future Shop announced their improved push for the All-Star Ballot which will allow fans to vote for the All-Star teams for the East and West division. In addition to an online voting platform, the CFL and Future Shop will do the following:
“This is the first year we’ve done a dedicated television spot to promote [voting],” said Hellyer. “The other layer we’ve added is an in-stadium activation in Vancouver, Winnipeg and Edmonton, where we’ve designed special all-star balloting towels to promote the contest and allow people to have a little fun with it.”
The idea is great. Allowing the team and league fans to vote for their players is consistent with the CFL’s goal to be as fan friendly as possible. Furthermore, the TV spots and the in-stadium activation will go a long way in rallying the tribe towards their favourite teams and players.
However, I think the selection of the athletes promoting the TV spots could have been done better.
At the forefront of the campaign is a television spot that features Toronto Argonauts quarterback Kerry Joseph and Hamilton Tiger-Cats running back Jesse Lumsden, each dressed like Future Shop sales associates.
When approached by customers with questions about the store’s products, Joseph and Lumsden interrupt with boasts about their on-field prowess.
I don’t like this selection for the following reasons:
- Kerry Joseph and Neil Lumsden, although usually very good players, are having a pretty poor seasons. In fact, Joseph has been benched in Toronto
- Both players are from the Golden Horseshoe and thus speak to the same crowd - a representative from each division would have been better
- According to our CFL Gravity Index, as of Week 12, the two least exciting teams to watch are the Toronto Argonauts and Hamilton Tiger-Cats - According to our Index, choosing Anthony Calvillo from Montreal and Ricky Ray from Edmonton would have been better choices. Even if you take the Index as of Week 6, they would have been better off picking a player from Montreal and a player from Saskatchewan/Calgary. (Click here for more info on the CFL Gravity Index)
According Nikki Hellyer of Future Shop, their customers are big CFL fans.
“Our customers are huge CFL fans. They love football and they love the Canadian Football League, so it’s something that they’re actively participating in,” said Nikki Hellyer, senior marketing manager for Future Shop. “I think when people watch football it’s something they get excited about. And everyone has an opinion, so this gives them an opportunity to voice that opinion.”
True CFL tribe members are looking for the best players on the All-Star teams and best teams to be in the Grey Cup. This current ad with the players chosen is inconsistent with the attempt at getting the die-hard fans to participate in the balloting.