Bell Trade-In Deadline. On NHL Trade Deadline Day, Canadians obsess over player value and the trades that could improve their teams. Bell gave them another trade to consider: their phones. Partnering with TSN's iconic TradeCentre broadcast, Bell transformed hockey's biggest day for trades into the biggest day for phone trades. Throughout the live coverage, host Cheryl Pounder announced real device trade-ins as though they were breaking NHL deals, turning everyday upgrades into deadline-day headlines. By seamlessly integrating Bell's offer into the broadcast itself, Bell Trade-In Deadline transformed a routine retail promotion into culturally relevant sports content. The campaign generated 5.42M impressions, reached nearly 4M Canadians, drove 6,477 store locator visits and increased trade-ins by 320% week-over-week, delivering the largest one-day trade-in increase Bell had ever recorded.