Youth brand Heavy.com launches Canadian division
The popular NYC-based interactive broadband destination - home of such faves as Behind the Music That Sucks, The Massive Mating Game and Tourette's Cowboy - is hopping over the border to add an engaging and measurable marketing platform aimed at Canadian males 18-34.
Heavy Worldwide, one of the web’s leading consumer media companies, which targets males 18-34 and features advertisers such as Coors, Nissan, Panasonic, Diesel, Axe, Sony and Nike – will officially launch Heavy Canada on April 1. The first division outside of Heavy’s NYC HQ, Heavy Canada will be headed up by well known media exec David U.K. As VP/GM, he will oversee ad sales, affiliate relations, content licensing and distribution.
Heavy.com users number 14.7 million worldwide (according to the latest Nielsen ratings), and already include 1.23 million Canadians (according to comScore Media Metrix). Heavy Canada will continue the techniques that made its parent popular with its target demo – empowering them to share, editorialize and create their own content, as well as enjoying a programming lineup that includes such provocatively-monikered shows as Superficial Friends, Heavy’s Angels and Contagious.
Before joining Heavy, U.K. launched and managed the interactive media division of Standard Interactive for Standard Broadcasting. Prior to that, he held prominent management positions at Promenade Magazine, New York, UGO Networks in New York, Shift Multimedia and CNN/Time Warner in Hong Kong.
U.K. tells MiC that the www.heavy.com URL will be retained with automatic redirection to the Heavy Canada site.