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Boston Pizza conducts Rage Room promotion

Restaurant chain Boston Pizza recently conducted a promotion in Toronto called the “Rage Room” tied to the National Hockey League playoffs. Following the elimination of the Toronto Maple Leafs from the playoffs, the company set up an installation in the parking lot of a Toronto location in which consumers could smash various objects to relieve their frustration. The two-day promotion was developed by Camp Jefferson of Toronto as part of its larger “Team up for the Win” campaign. The effort also included public relations, influencer activities and social media advertising. PR was handled by Heads & Tales, while media work was conducted by UM.

“The playoff drought has been particularly long for Toronto fans,” said Joseph Elkouby, director of strategy at Camp Jefferson. “In previous years, we’ve witnessed how fan disappointment has led many to disengage completely once Toronto drops out of the series. We believed it was time to provide these long-suffering fans with a satisfying way to vent so they can get back on board and cheer for another Canadian contender.”

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