Alliance Atlantis takes blogTV to the streets

Alliance Atlantis is rolling out a Hummer, a Facebook page, and some online media buys to build buzz for, its live user-generated content site.

As part of Alliance Atlantis’ efforts to promote its new social media website, a Hummer is travelling the streets of Toronto this month to give people the chance to broadcast their stories, opinions and talents. The live broadcast unit will hit up participants at Canadian Music Week activities, Leafs and Raptors games, a swimwear fashion show, concerts, nightclubs and movie theatres. Users of the site can watch the footage live and interact with the team in real-time. The street level aspects of the campaign were developed by Toronto-based Segal Communications.

The online strategy, handled by Alliance Atlantis’ marketing group, includes a sponsored story on social networking site and ads at Yahoo! 360. Heidi Fillmore, VP of digital media marketing, says that the online strategy is aimed at drawing in users who ‘already have a propensity to ‘egocast’ themselves.’

On-air ads are appearing on Showcase, Showcase Action/Diva, and IFC. An out-of-home marketing campaign supporting, which rolls out in April, will include wild postings, resto-bar boards and wall murals. Details about what cities the OOH campaign will hit have yet to be decided.

Alliance Atlantis SVP digital media Claude Galipeau tells MiC there is no sponsor involvement yet at, but Alliance Atlantis is offering advertisers banners, pre-roll video and event sponsorship opportunities. The site currently has 2,500 registered broadcasters, with 400 live shows per day and about 40,000 page views per day. Since the beginning of March, has racked up about 32,000 unique visitors.

Click here to read MiC‘s Jan. 15, 2007 feature on with Alliance Atlantis SVP digital media Claude Galipeau.