CTV asks fans to ‘Degrassify Yourself’
The net is pushing the teen show's seventh season with some new user-generated content and mash-up elements at the online destination for Degrassi fans.
CTV’s latest online promo for Degrassi: The Next Generation (season seven) is inviting fans to ‘Degrassify Yourself.’ The contest, hosted at degrassi.ctv.ca, allows viewers to explore ‘who you’d be seen with at Degrassi’ by taking a quick quiz.
Users can then upload photos of themselves to appear next to their character match, and the pics are posted on the ‘Wall of Degrassified Pics.’ Each week, one is chosen as a pic of the week and wins a Degrassi prize pack. Of course, there’s a viral component that lets fans send their pics around to friends. ‘Degrassify Yourself’ is the latest addition to a site that has already pumped out podcasts, blogs, fan forums and full eps.
The new web elements are part of a campaign to keep viewers up-to-date with the series, which airs Mondays in the 7:30 pm ET time slot. The campaign also includes a 30-second promo spot created in-house, and five character spots. Banners and buttons will appear throughout CTV sites, driving visitors to the new elements, which were created in association with Mischief Media.
‘Degrassi is a brand that exists beyond its 30-minute weekly timeslot,’ says Rick Lewchuk, SVP of CTV Creative Agency and brand strategy. ‘The online presence allows fans to make a connection with the characters, which in turn drives viewers to the show.’