‘Glee’ hits streets, changes nights
Choirs on Toronto's streets will be singing the show's praises, while Global switches up the show's schedule in order to accommodate a sked change over at Fox.
Glee will not only have a new Tuesday-night home when it returns this month, but a glee club all of its own to sing its praises in the run-up to the show’s April 13 premiere.
To build hype after a lengthy winter hiatus, Canwest will deploy a professional choir and street teams in high-traffic areas around downtown Toronto starting April 8. While the choir lets fly some of the sweetest tunes from the series, the street teamers will be arming Torontonians with Glee-themed gear.
The promotion will also be accompanied by TV spots (already on-air), radio starting April 5 in Toronto, Calgary and Vancouver markets, and OOH in Montreal, Calgary and Vancouver, including a digital superboard located on the QEW at Hwy 427 in Toronto.
The buy also includes online display advertising on TV and on gossip websites including TMZ.com, PerezHilton.com and AOL.com, as well as IPGs, print ads in Canwest’s major-market dailies and in Toronto-based daily newspapers.
Creative and media were handled in-house, while the street teams were handled by Windsor, ON-based Thinkbox. A social media strategy will see targeted Facebook fans receive a special video invitation to watch the premiere, Jamie Schouela, Global TV’s VP of marketing strategy, tells MiC.
The show will have to grapple with a new night on Global, which had to move it from Wednesday nights after Fox switched up its schedule to pair Glee with ratings blockbuster American Idol.
Glee will follow NCIS on Global at 9:30 p.m. ET on April 13, moving into its regular 9 p.m. timeslot the following Tuesday. The channel is bouncing its other new series NCIS: Los Angeles to the Monday 10 p.m. timeslot to make room for Glee.
The switch-up makes sense for Fox, which will now air the similarly themed Idol and Glee back-to-back for a powerful Tuesday lineup, while Global was forced to break up its winning combination of NCIS and spinoff NCIS: Los Angeles to keep the simulcast of Glee.
This article was updated, Thursday April 1, with files from Playback Daily.