The Situation


As part of the 100th Grey Cup activation, TELUS wanted to create a fun smartphone based game that would inspire and engage Toronto festival goers.

The Solution


Capture the Cup is a proximity-based smartphone game that used the city of Toronto as a game board during the 100th Grey Cup Festival. The goal was to engage with and inspire fans to capture The Fan Cup and win prizes by keeping it away from opponents.

The last fan to hold the cup won two tickets to the 100th Grey Cup Game where they presented The Fan Cup to the Canadian Football Hall of Fame. During game play, randomly selected cup holders won prize packs, including mobile phones, tickets to festival events and more.

The mobile Web app provided a cross device multi-player interactive mobile game experience that leveraged advanced GPS functionality and logic to support the game mechanics. Key features included the game play interface, support for cup carrier and non-cup carrier activities, the ability to steal the cup from an opponent, the act of dropping the cup if a player exited the game play boundary, admin tools and player tracking for analytics and reporting.