Universal Studios challenge was to engage a young male demo around the release of Furious 7 at a pivotal moment for the franchise. Furious 7 was as much about high intense action as it was about the familial bond within the fan community.

The brand worked with Maxus and started with the insight that high-intensity experiences for young males are best experienced when shared with their brotherhood.

This inspired the team to explore innovative opportunities in sports programming focused on March Madness, the end of the NHL regular season, and the first round of the playoffs.

They worked with Sportsnet and TSN on integrations that would be high impact, memorably intense and shared amongst the young male target.

Sportsnet Furious Plays of the Night included:

• Brandsell in Leaf's games and Sportsnet Central
• Live mentions in-program from play-by-play announcers
• A Sportsnet Central opening that included scenes from Furious 7 with the day's sports highlights
• A studio takeover that included lower thirds, the movie trailer on the screen behind the host, and digital imaging in the studio around the desk
• On-air host chatter and mentions
• And In-program billboards

Integration in TSN March Madness included:

• Brandsell throughout all rounds of the tournament
• A "Fast Break of the Night" segment featuring a highlight clip that showcased the best drive of the day's games
• Clips of the Furious 7 trailer integrated with tournament highlights in a segment that ran right before tip- off of Final Four games
• And In-program billboards

The results were over the top:

• March Madness garnered some of the strongest Canadian numbers in the tournament's history.
• A total audience of over 9 Million against our core demo
• Furious7 was the top April and Easter opening of all time and #1 for 4 weeks in a row
• And It was the fifth-highest grossing movie of all time

The team successfully leveraged media beyond brandsell to provide the target with a high intensity experience they shared with their brotherhood - a win for Universal Pictures.