2019 Shortlist 

CFL Game Time

Entrant: Canadian Football League (CFL)

Winner 🏆
  • Outstanding Use of Facebook

How does this represent “Excellence in Engagement”?

Avid, casual and new fans were given a regular delivery of timely & exclusive content featuring our League stories and stars. We solicited fan questions for guests ahead of time as well as during the live chat, integrated Instagram polls and peppered in social media commentary from players throughout the show. When we moved to the live-to-tape feature, we used the new Facebook “Premiere” feature to allow the viewers to interact with the show in real time.


With a following of approximately 227k, the Canadian Football League has been actively engaging fans on Facebook with a variety of content including announcements, news, live and non-live shoulder programming. While it serves as a fantastic engagement tool, the League wanted to uncover the possibilities of using the platform to further strategic business objectives.

Our objective was to target engaged and lookalike audiences with ticketing spots. At the same time, we also needed to highlight the players, stories and news of our League in new creative ways. With this in mind we created a new weekly show called "CFL Game Time”.


Strategy & Execution:

A priority for the start of the 2018 CFL season was to highlight the game day experience at our stadiums across the country. With this in mind and an interest in engaging fans with timely exclusive CFL content each week, we launched CFL Game Time.

CFL Hosts Brodie Lawson and Davis Sanchez connected with fans live from Thursday Night Football tailgates parties in a new city each week. We created our set amid the locations that fans gather before games and made them part of the show. The show brought forth the latest headlines, players exclusives and interviews with bands playing at halftime.

In the fall, the weekly show moved from a live, to live-to-tape format, filmed at a variety of locations including the Facebook Canada HQ in Toronto. Conceived as a 30min format, the show was then redistributed in segments which were further leveraged on Instagram.


  • Canadian Football League (CFL)

Featured Talent

Brodie Lawson

Davis Sanchez


Kelly Shouldice
VP, Content

Rob Hynes

Kyle Scott
Video Production Supervisor

Adam Marshall
Video Production Coordinator

Lewis Gordon
Junior Coordinator, Video

Drew Miller
Junior Coordinator, Video

Christina Litz
Chief Marketing, Digital, & Strategy Officer

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