Case Study
Novartis Prostation – Where the Pros Talk Prostate
ProStation is a bilingual, multi-channel awareness campaign by Novartis and PROCURE aimed at driving informed discussions about prostate cancer, PSA, and PSMA. Partnering with Canadian hockey legends Lanny McDonald, Wendel Clark, and Guy Carbonneau, the program leverages sports equity for mass reach. The initiative successfully generated over 28M+ earned media impressions and 1,000+ public service announcement airings across Canada.
MISSION
XMC was asked to build a high-impact, bilingual awareness campaign utilizing the power of prominent Canadian sports partnerships and personalities. Through securing top NHL alumni and NHL team deals with assets, our mission was to encourage essential conversations regarding prostate cancer, maximizing regional reach and helping patients make fully informed care decisions across Canada.
DELIVERY
We successfully negotiated, activated, and managed partnerships with three target NHL teams and prominent alumni, including Lanny McDonald, Guy Carbonneau and Wendel Clark. This strategic execution delivered an extensive multi-channel program yielding over 28 million earned media impressions. Additionally, the campaign secured regional digital, TV, and radio coverage across five provinces.
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XMC+ · Athlete and Management training · Project management
RESULTS
The Detroit Lions Canadian Fan Engagement Program successfully demonstrated the opportunity for sustained franchise growth north of the border, combining immersive fan experiences with strategic market insights to establish a foundation for long-term expansion.
Through two large-scale watch parties, XMC recreated the excitement of a Ford Field game day in Canada, delivering premium fan experiences that strengthened loyalty among existing supporters while introducing the Lions brand to new audiences.
The program attracted 3,500+ attendees, generated 2.2K+ social media mentions and more than 2 million social impressions, while driving 1,000+ sweepstakes entries, distributing 3,000+ branded giveaway items and awarding 2,000+ fan prizes. These activations created meaningful engagement before, during and after game day, extending the reach of the Lions beyond the event footprint and fostering an active Canadian fan community.
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Operationally, XMC managed every aspect of program delivery, including event strategy, production, vendor management, staffing, cross-border logistics, brand ambassador management and stakeholder communications, ensuring seamless execution across multiple markets.
