Deal or No Deal comes to Canada: starring Pontiac, Rogers, Sunquest… oh yeah, and Howie Mandel » Media in Canada

Deal or No Deal comes to Canada:
starring Pontiac, Rogers, Sunquest… oh yeah, and Howie Mandel

The integration details for Global's Canadian edition of Deal or No Deal, unveiled by CanWest MediaWorks yesterday, are a mouth-watering combination for any multiplatform-minded marketer's diet. Now officially backed by Pontiac, Rogers and Sunquest, Global's throwing everything it's got into showing what's possible when you've got the perfect recipe for audience engagement on-screen, in the audience, and in your living room - right after the Super Bowl.

When Deal or No Deal host Howie Mandel gets a call from the banker on Super Bowl Sunday, he’ll let Global Television viewers know that Rogers Communications is connecting each call. The iconic in-show phone itself is red, the signature Rogers colour. Pontiac is giving Mandel a vehicle of his choice to navigate Toronto’s streets while the host is in town taping the Canadian edition. Pontiac will also put up two of its 2007 vehicles as prizes for Canada’s Case Game, an interactive mobile and online game promoted using 15- and 45-second promo spots within the hour-long broadcast. Sunquest, the other chief sponsor of Canada’s Case Game, will give away 12 trips to five-star destinations RIU Palace Riviera Maya and RIU Palace Punta Cana, along with sets of Samsonite luggage for each of the winning couples making the trips.

Sunday, Feb. 4 is going to be a big night for Global Television. The Deal or No Deal Canadian edition premieres (approximate airtime 10 pm ET/7 pm PT), with a lead-in to Super Bowl XLI. For Canada’s Case Game, Entertainment Tonight Canada‘s Rick Campanelli and five of the game show’s Canadian briefcase models will encourage viewers to text message the number of the case they think contains the evening’s special prize. They can also visit to enter online. All correct entries will go into a random draw and the winner will be announced the following night during Entertainment Tonight Canada. Global’s microsite dedicated to the Canadian editions also features an interactive game show for users to pick the suitcases themselves. After the Sunday premiere, Deal or No Deal moves into its regular time slot on Thursdays at 9 pm, starting Feb. 8.

In the first week of January, Deal or No Deal measured an AMA of almost 1.2 million viewers with BBM/Nielsen. In the second week of January, the game show’s AMA jumped to 1.6 million. Last November, Global’s contestant search contest drew more than 112,000 entries (click here for MiC‘s coverage).