CMT casts Chevrolet in ‘Wilkisodes’
Corus Entertainment-owned CMT is giving GM's Chevrolet Avalanche a starring role in 10 'Wilkisodes' designed to build buzz for today's season two premiere of The Wilkinsons.
CMT gave the Chevrolet Avalanche a starring role in a 10-part mini-series of ‘Wilkisodes’ designed to build buzz for today’s season two premiere of the net’s comedy reality series The Wilkinsons. The cross-platform campaign, arranged by M2 Universal, integrates the brand into the Wilkisodes as a character alongside the show’s cast. Toronto-based Henry Less Productions (the show’s production company) created the 10 one-minute vignette/episodes, which air five times daily during CMT’s primetime comedy block. After the season two premiere, the vignettes will be made available as webisodes – two running weekly for five weeks.
The Wilkinsons follows the trials and tribulations of a Grammy Award-winning family who builds a home in small-town Ontario. The hybrid show blends scripted beats of comedy with improvisation and reality. The show’s second season is also backed with an on-air spot hosted by the Wilkinsons and a microsite at CMT.ca featuring video diaries, bloopers and outtakes. The on-air spots also drive viewers to the microsite. The net has also teamed up with Fontana North Distribution (Universal) to launch the family’s new CD, ‘Home,’ on March 20 at CMT’s online music stores in advance of the street date – with a bonus track and an autographed photo as an incentive.
The Wilkinsons season two airs in the Wednesday 10 pm ET/7 pm PT time slot, starting March 7.