Heavy.com, Mediaedge:cia ink deal with Molson

First up to access the edgy broadband net's largely male demo is, what else, a mega-beerco.

In a partnership announced yesterday, Toronto-based Mediaedge:cia has hooked up one of its primo clients – the Molson Canada – with Heavy.com. ‘(This partnership) adds a new element to the services we offer our clients,’ says Mediaedge:cia SVP/MD Bruce Neve. ‘It allows our clients access to their consumers in a new, exciting and relevant way. And Molson is the first out of the gate with the Knob Hockey channel that will definitely get people buzzing.’

Molson’s Knob Hockey channel on Heavy.com is a goofy compilation of video vignettes featuring the NHL’s most notorious hockey players portrayed as two-inch knob hockey stick figures. The Molson Canadian brand is integrated throughout a series of episodes based on this year’s NHL playoffs. Visitors are encouraged to share, embed and post comments on the content – which is also being distributed through pre-existing Heavy.com client Virgin Mobile Canada.

Heavy.com is one of the web’s leading online broadband entertainment channels – with fare consisting of a raft of its own programming plus an increasing quantity of user-generated content. Its target demo is 85% male, with 60% 18-34 and 40% 35-49 and, in Canada, its monthly traffic averages 1.2 million unique visitors.

Among Heavy.com’s advertisers, in addition to Molson and Virgin Mobile Canada, are Honda, Warner Bros. Canada, Coors Light, Nissan, Panasonic, Diesel, Axe, Sony and Nike.