As October draws near, and the temperature begins to drop, hockey fans anxiously await the opening game(s) of the NHL season; but for CBC viewers what song will be played during the opening broadcast? For over 40 years the “Hockey Night in Canada” theme song has permeated through Canadian living rooms and sports bars, signaling “game time.” However, at the beginning of June, the rights to the infamous jingle were sold to the CTV-owned TSN.  (In other words; a canuck crisis).

In search of an anthem, CBC looked to the best possible source….hockey fans themselves, launching “Canada’s Hockey Anthem Challenge.” Just to prove that Canada is the hockey nation, even in the middle of the summer, hockey fans from across the country rose to the challenge, with more than 14,000 submissions received by the August 31 deadline. 

The anthem challenge website (http://anthemchallenge.cbc.ca/home) has a video gallery where visitors can browse through the songs and post comments. As a traditionalist it is hard to envision another song playing when the puck drops, but I have to admit that some of the submissions could really give Hockey Night in Canada a fresh, new image.  From a marketing standpoint, the comments people post are just as interesting as the songs themselves. It is evident that the musical talent of the song is not the only criteria people use to judge each entry. For instance people judge how it fits the Canadian hockey spirit, and its ability to evoke feelings of patriotism and enthusiasm. Here are some of the comments I read while browsing through the submissions:

This is Canada’s next “second national anthem.” 5 stars!

…Actually sounds like an epic battle is about to take place. Go Leafs Go!

WOW!!! What a great tune. This should 100% absolutely be the new anthem for Hockey Night in Canada. It has all of the necessary ingredients for an energy bursting, over the top adrenaline thrill ride for not only the players, but all of the fans who will be listening to this catchy tune each and every game. Finely tuned, upbeat, rhythmic and a beat that carries the anthem from the first measure to the end, this song is defenitely, positively red line adrenaline. Hockey Night in Canada, let’s play.

…I will admit I liked the original Hockey Night in Canada theme, and really didn’t like the idea of it changing, but this I could definitly see as the new theme. well done

This isn’t the first time that a company has engaged the public in order to create attention around a product or brand. Last year Smarties asked Canadian candy-eaters to help them design a new package, and in the same year Heinz Ketchup challenged Americans to “make the next great Heinz Ketchup commercial.” By leveraging the creative talent of the public, companies are able to build excitement around their brand while receiving a great advertisement in the end…essentially creating a win-win situation. Given the success of these contests, and the strong response generated by the anthem challenge, I think that companies will continue to use this type strategy in the future as a way to foster brand loyalty.

For those that want to be a part of hockey history but didn’t get the opportunity to enter a jingle, I encourage you to vote online for your favourite anthem. The winner will be revealed on October 11, which is the official start to the 2008-2009 NHL season. This contest has encouraged participation from hockey fans across the league, and as a result, I think CBC has scored a winning goal with the Canadian public.