CBCShop.ca and Nestlé target holiday crowds
Coronation Street fans jump the gun and commence buzzing prior to in-store, online and TV ads hitting the market.
Never underestimate the power of a loyal following. That’s the story behind CBCShop.ca and Nestlé Quality Street’s ‘Streeters’ contest, which is already drawing fans of CBC’s hugely popular British icon Coronation Street onto blogs and into chat rooms, before the promo campaign has taken off.
The contest, which launched officially last week and runs until Dec. 31, gives entrants a shot at winning one of three grand prize trips for two to the UK and an exclusive behind-the-scenes tour of the Coronation Street set at the Granada Television Studios in Manchester.
Leveraging Coronation Street‘s strong Canadian following, Nestlé’s Quality Street is growing its consumer base, explains Michele Brown, director of marketing, seasonal confectionery at Nestlé. ‘It’s a classic case of 1+1=3,’ Brown tells MiC. ‘The Quality Street brand has a strong British heritage and is well-loved by British and Canadian consumers. It was a natural fit for both brands, and demographic information also supported this strategic partnership with CBC.’
Marketing support for the promo includes 30-second TV spots on CBC during the Coronation Street broadcast and other CBC properties through December and on YouTube, and on the Nestlé side, in-store display tools like header cards, ad pads and danglers. Twelve thousand teaser mailing kits will also be sent through CBCShop.ca, and targeted online advertising will appear on www.cbc.ca and cbcshop.ca.
Coronation Street‘s loyal fan base has already racked up thousands of visitors, generating buzz online at a variety of Coronation Street Facebook and YouTube groups as well as on fan blogs and chat rooms across the country.