By Julie Geller, @juliegeller & Niki Singh, @nikisingh

Custom cowboy boots, ‘Hell or High Water’ T-shirts, floats and line dancing, nothing could stop the greatest outdoor show on earth- the Calgary Stampede. In spite of heaving flooding, the Canadian tradition went on with frontline support from the public, organizations and global brands. Coca-Cola Canada, Lululemon & Fairmont Hotels are examples of brands that got involved with the event to engage and celebrate the Albertan spirit. However, getting involved with the event isn’t just an exercise in values and goodwill; these opportunities act as delivery mechanisms for hyper local and local awareness campaigns.

Brands are increasingly taking part in community and grassroots issues. It makes sense that corporations want to show their support on a neighborhood level – it’s a great way to increase recall and authentically connect with customers. In fact, this translates into a practical strategy for brands in the online environment as well, such as boosting SEO results and earned media opportunities. According to a recent Social Media Today article, 67% of internet searches are affected by geo-location or a specified location.
Coca-Cola, for example, debuted Canada’s first Interac Flash vending machine, which generated media hits from the Huffington Post and Marketing.

With regard to media mix and platform selection, brands know that social media updates are essential. However, as in any relationship building exercise, being present is more meaningful. Having an experiential component is a necessary driver of this strategy – it simply makes for better content.


Take a look at some of the brand efforts we’ve rounded up:





Photo Courtesy of Coca-Cola

About Julie Geller

Julie Geller has more than 12 years of experience in digital marketing, and her specialties include strategic planning, online communities, content marketing , social media governance models, reporting and stakeholder management. She recently joined Cision Canada as VP, Marketing to pilot the company’s social and digital initiatives and establish its online voice. Julie is also a lover of highly caffeinated coffee, quirky Yelp reviews and a self-confessed content gold digger with a passion for the online social space.

Read previous post:
Public Relations Trends

The Canadian PR landscape has changed dramatically in the last decade. The tools are different, the pace is faster and...