CTV boosts Robson Arms premiere with digital tactics

An online game at the centre of a layered campaign is backing CTV's bid to get viewers engaged with the show's third season. And free rent is the appropriate prize.

CTV is launching a multi-layered campaign to push season three of Robson Arms, complete with an online contest that promises up to $12,000 in free rent or mortgage payments for the winner.

Launching on May 5, the Robson Arms Rent Control contest will get viewers engaged in a virtual game, which serves as a companion to the series’ third season, at robsonarms.CTV.ca. The game will be live for six weeks. Players must help the character Bobbi find her rent money by hunting through other tenants’ apartments. The gaming experience is laced with hidden storylines, video and audio clips that build players’ knowledge of Robson Arms characters.

The game was created by CTV in association with Omni Film Productions and Vancouver-based digital ad agency Noise Digital. It will be promoted with other elements of the premiere’s campaign: on-air spots, web banners, Facebook ads and DVD giveaways (by teams dressed as show characters) in Vancouver and Toronto. The street teams are also promoting an iPod Touch contest, which lets viewers qualify for the prize by subscribing to the Robson Arms newsletter before June 1.

The third season of Robson Arms premiered April 28 and airs Mondays at 9:30 pm ET.