Capitalism blocks CTV
Simultaneous online and broadcast 'roadblocks' across a number of CTV properties tout Michael Moore's new film in advance of TIFF.
If you happened to be watching any of CTV’s seven specialty channels last night, you may have noticed a few ‘roadblocks.’ They’re part of Alliance Films’s launch marketing for Michael Moore’s Capitalism: A Love Story, which has its North American premiere at the Toronto International Film Festival on Sept. 13.
Spanning broadcast and online, the Canadian broadcast premiere of the film’s trailer launched on multiple CTV properties and platforms in advance of its TIFF screening, with buys that saw the two-minute trailer air almost simultaneously on seven CTV specialty channels – CP24, Discovery Channel, MuchMoreMusic, BNN, CTV News Channel, Star! and Bravo! – as well as CTV.ca – between 10 and 10:15 p.m. ET.
To further drive awareness of the campaign and push to the trailer premiere, CTV Digital created ‘catfish’ ads (a one-time, front-line banner across the bottom of the browser) that ran all day yesterday within CTV.ca, BNN.ca, CP24.com, TSN.ca, DiscoveryChannel.ca, TheComedyNetwork.ca and Bravo.ca from 8 a.m. to 8 p.m. Mass digital ad units are also running on CTV.ca, TheComedyNetwork.ca, BNN.ca, GlobeandMail.com, Discovery.ca, CP24.com and TSN.ca.
After being promoted on the homepage and the movie trailers section of CTV.ca, the trailer will ultimately be hosted on the site.