TMN launches ‘Superfan’ UGC campaign
The Movie Network has 'Hooked' viewers uploading videos and voting on submissions that tout their passion for the net's movies, series and characters - all for a shot at tickets to a red carpet premiere.
Astral Media’s The Movie Network has user-generated content driving its latest multi-platform campaign across major markets in Eastern Canada this summer. Designed by TMN’s creative, marketing and interactive groups, with Toronto-based agency 70 Main Street, the new ‘Get Hooked’ campaign has film buffs creating vids touting how they connect with TMN series, movies and characters, for a chance to win a trip for two to an exclusive red carpet premiere.
The promo campaign – which spans social media, on-air, radio, print, online and direct mail and targets the 25-to-54 demo – is part of the net’s efforts to generate awareness about its program-on-demand and HD services, as well as returning summer series like True Blood and Entourage and summer movie premieres like Mamma Mia, The Dark Knight and Kung Fu Panda.
The campaign’s on-air elements include two cinematic-style TV promo spots – the first depicts a ‘Superfan’ playing out Mamma Mia; the second is a group enactment of the HBO series Entourage – both produced by Spy Film and directed by TMN’s in-house creative agency, and featuring artwork created by Canadian illustrators. Both spots will be airing throughout the summer on TMN, and come in 30- and 60-sec versions, with media buys handled through Astral Media. They’re supported with 30-sec radio spots, also created by TMN’s in-house creative and marketing divisions, airing on Astral Media radio stations across Eastern Canada this summer as well.
Broadcast elements drive back to a specially-created website, in turn supported by subscription and call-to-action sign-up features, as well as TMN programming highlights, sneak peeks and info on its on-demand and HD offerings.
To help create further word-of-mouth buzz and engagement with the brand, TMN has also launched a ‘Superfan’ website, where contest entries can be uploaded and users can vote and comment on submissions. ‘This builds a community through which our subscribers can interact with one another and engage with the brand, while encouraging repeat traffic to the site,’ Astral Television Networks SVP marketing and sales Domenic Vivolo tells MiC.
The ‘Superfan’ contest, open to eastern Canadian residents, is being promoted through on-air and print ads in Movie Entertainment magazine. Handled through Media Experts, online banners are also appearing on online ad networks like Platform A Entertainment Subchannel (TMZ.com, MovieFone, Popeater, AOL Television, Cinematical, AOL Entertainment), Redux Media-Film.com and Drive PM-Alliance Atlantis sites, as well as through search engine marketing and through social media platforms like Facebook.