Showcase promotes with partners and aliens

The Shaw Media channel has launched a multi-platform campaign for its big spring shows, which includes a partnership with EB Games for Defiance.

Shaw Media’s Showcase channel has launched a multi-platform campaign around the launch of two of its biggest spring shows, Defiance, which depicts a future world where humans and aliens co-exist, and the second season of drama Continuum.

With creative and media done in-house, the campaigns include traditional media coupled with experiential pieces to best reach the core demographic of adults aged 25 to 54, Muriel Solomon, head of marketing, specialty channels and Shaw Media advertising and production, tells MiC.

The promotion around the launch of Defiance, which premiered last night at 10 p.m. on Showcase is anchored in off-air promotions featuring aliens from the show walking the streets of Toronto (pictured) doing regular things like taking in the Toronto Blue Jays and Toronto Raptors games.

Defiance, which is one storyline told through both the TV show and a videogame, will also be promoted through a partnership with EB Games, with Showcase branding to be featured in-store, online and on the game packages, a first for Shaw Media, says Solomon.

Both shows will also be promoted with a month-long OOH push in Toronto and Vancouver. Continuum is also getting a special on-air treatment, with spots that play on the show’s theme of time travel by interrupting programs on other Shaw Media channels like Global, Food Network Canada, HGTV and History.

Solomon says media spend on promotion for the premieres is on par with what Shaw Media typically spends to launch a new show.