Star! Daily chills with Second Cup in integrated promo

What's a more fitting hookup than celebs dishing about themselves over coffee? So goes the thinking behind a new promo that pits together Star! Daily with Second Cup. Look Who's Chilling at Second Cup is a 12-week campaign that has celeb interviews taking place at Second Cup locations across Toronto. Randy Mauskopf, senior manager at CHUM's Creative Media Solutions says the coffee chain will provide the backdrop for interviews and that there will be no overt product placement. 'We want it to be really organic, and the background will be as it occurs.' He adds: '[I think that] the more you complement traditional media with creative solutions, the more you evolve as a brand.'

Other elements in the promo include a branded microsite at star-tv.com/secondcup and a sweepstakes element for a chance to win a red carpet experience at the premiere of Marie Antoinette. The promo targets single, urban females in their thirties. Toronto's Gaggi Media played matchmaker.

What’s a more fitting hookup than celebs dishing about themselves over coffee? So goes the thinking behind a new promo that pits together Star! Daily with Second Cup. Look Who’s Chilling at Second Cup is a 12-week campaign that has celeb interviews taking place at Second Cup locations across Toronto. Randy Mauskopf, senior manager at CHUM’s Creative Media Solutions says the coffee chain will provide the backdrop for interviews and that there will be no overt product placement. ‘We want it to be really organic, and the background will be as it occurs.’ He adds: ‘[I think that] the more you complement traditional media with creative solutions, the more you evolve as a brand.’

Other elements in the promo include a branded microsite at star-tv.com/secondcup and a sweepstakes element for a chance to win a red carpet experience at the premiere of Marie Antoinette. The promo targets single, urban females in their thirties. Toronto’s Gaggi Media played matchmaker.