Case Study
ZONNIC
Rather than asking consumers to simply watch a campaign, 19 Crimes invited them to shape it. 'Obedience Gets You Nowhere' transformed the brand's rebellious DNA into a creator-led movement, bringing together artists, storytelling and consumer participation through original content, social media, a voting microsite and limited-edition merchandise. The result was a campaign that blurred the line between audience and creator while reinforcing what the brand stands for.
MISSION
Challenge traditional alcohol marketing by creating a participatory campaign that celebrated creativity, individuality and rule-breaking. The objective was to deepen loyalty among existing consumers, attract new audiences, generate meaningful conversation and contribute to ambitious sales growth across Ontario, Alberta and British Columbia.
DELIVERY
XMC planned and executed two large-scale watch parties in Windsor and London, Ontario, overseeing strategy, production, staffing, vendor management, logistics, brand ambassador recruitment and guest experience.
The team also delivered Canadian market insights, managed cross-border asset transportation and developed recommendations to support future corporate partnerships and long-term market expansion.
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Experiential Marketing · XSS · Digital Strategy & Campaigns
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.
