Saskatchewan Roughriders and Molson Partner with Tagga to Launch Cross Channel Campaign to Discover Key Insights

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Top Canadian football team and Molsen nabs Tagga to run cross channel campaigns.

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The Saskatchewan Roughriders have one of the most successful brands in Canadian sport. With a highly engaged national fan base, they routinely sell out home games and draw large crowds at away games. One of the Rider’s key business objectives is to build even stronger relationships with their fans; however, they lack information on a large portion of that fan base. As a result, the Roughriders partnered with Molson Coors and Tagga to create the Ultimate Party Giveaway: a chance to win 8 Pilsner box seats and other prizes at Rider home games, a contest ongoing until October 2013.

“We have multiple fan touch points, and all of these provide us with an opportunity to expand our fan base and deliver value”, said Gregg Sauter, VP of Business Development and Marketing for The Saskatchewan Roughriders. He adds, “The reality is that well over 50% of our digital fan engagement comes from mobile devices and well over 50% of our game-day fans own smartphones, so we needed a solution that allowed us to reach our fans in a way that leveraged mobility.”

The Saskatchewan Roughriders is a professional football team founded in 1910 and based in Regina Saskatchewan, which is the smallest market in North America with a franchise among the top six pro sports leagues. A huge cross Canada fan base supports the Roughriders and they are known as the "Rider Nation". As a testament to the strength of the Roughrider brand, the Riders sell more team merchandise than all of the other Canadian Football League teams combined.

Molson Coors proudly offers some of the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Canadian 67, and Rickard’s. Molson also partners with other leading brewers to offer such global brands as Heineken, Corona and Miller Genuine Draft. With a strong dedication to corporate ethics, integrity, respect and accountability, Molson Coors is committed to promoting its products and events in a responsible manner.

To generate awareness and drive CRM development, Tagga created a Roughrider mobile campaign to provide fans with an opportunity to win tickets and gain access to exclusive Roughrider content. One campaign component is the Coors Ultimate Party Giveaway which is communicated in-stadium, through social media, Rider media broadcasts and on branded tent cards and coasters in bars and restaurants within Saskatchewan. Fans are directed to text the word “Coors” to 82442 (std messaging and data rates may apply). They are then alerted via SMS and directed to a branded landing page to enter for chance to win prizes, including 8 box seats in the Molson Coors branded stadium club area. You can check out the campaign here:

“These types of campaigns are very important and effective for sports teams like the Roughriders”, said Jean-Guy Faubert, CEO of Tagga. He added, “Fans want critical information about the teams they love and the Roughriders need information about who these fans are so that they can serve the content and brand experience they are seeking. Cross-channel marketing lets the roughriders do that: connect with customers wherever they are and whenever they want.”

About Tagga

Tagga’s cross-channel campaign software enables marketers to connect and profile their customers across the entire media mix. We do this by integrating social, web and mobile technologies to connect brands to customers 24/7. As a result, marketers get higher customer conversion rates, better targeting, comprehensive profiling, and reduced cost per action over their traditional campaign methods. Tagga’s customer profiling technology shows brands exactly who, where, how and when their customer interacted with their campaign. This means brands get customer information, not just data. For more information, visit

Press Contact:
Amielle Lake, MBA
CRO & Founder

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Amielle Lake, MBA
Tagga Media
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