There’s something instantly nostalgic about The Price is Right – the excitement, the energy, the “come on down!” moment that so many of us grew up watching.
Building on that nostalgia, The Brick partnered with The Price is Right Live Canada to bring that iconic experience directly into stores across the country. Canadians were invited to “come on down” to any Brick location and take part in a fully interactive, game-show-inspired experience. Shoppers could scan a QR code in-store to play the game right from their phones for a chance to win, with prizes ranging from furniture and appliances to shopping sprees and tickets to the travelling live show.
Brookline PR led the integrated communications strategy behind the campaign, bringing the experience to life with an approach that combined national earned media with targeted influencer engagement. The earned media strategy secured 64 media placements, reaching over 2.11 million Canadians and generating $19.5K CAD in estimated advertising value equivalency (AVE).
To complement this, Brookline developed a focused influencer program in Ontario, one of The Brick’s key markets, engaging four content creators across Brampton, Mississauga, Toronto and Scarborough to create authentic, social-first content. The influencer campaign delivered 149,408 in reach, 20,894 video views and 710 total engagements, including 300 likes, 45 comments, 300 shares, 9 reposts and 56 saves.
By aligning media coverage with real-time, social-first storytelling, Brookline ensured the campaign was not only seen, but experienced. Together, these efforts worked seamlessly to transform a familiar, nostalgic concept into a fully realized, modern retail experience. It’s a reminder of the power of how an integrated approach, storytelling and relevant can maximize impact and create something truly iconic.
Leanna Kruk is Managing Director at Brookline Public Relations. A native Torontonian, she started her public relations career in agency where she has managed clients in various industries, offering a wide-range of public relations services. She is passionate about public relations and uses her experience to deliver solid results for clients.