Peek Freans bakes up desktop indulgence
New web-based series courts a growing online market.
Peek Freans Lifestyle Selections cookies is launching a new, web-based soap opera called As the Cookie Crumbles this Thursday, as recent research points to a growing number of women spending time online.
Echoing the ‘guilty pleasure’ shared by nearly 5 million Canadian soap opera watchers every day, the webisodes, developed by MacLaren Momentum, follow the romance, heartbreak and mystery of the lives of fictional Glamora County residents through twisted plotlines and intrigue.
For the next eight weeks at 3 pm EST every Thursday, viewers can ‘take a moment to indulge and watch the eight-episode drama unravel right from their desktops at www.asthecookiecrumbles.ca. Viewers can also become personally involved by voting for one of three possible endings.
The initiative, which will be advertised in the October issue of Chatelaine, is part of a fully integrated marketing campaign that includes in-store sampling, CRM, social media, public relations and a national direct mail campaign.