ET Canada, Chevy return as partners on music contest

The campaign is adding more social support this time around.

Corus entertainment property ET Canada has once again paired with Chevrolet, which is the presenting sponsor of the Boots and Hearts Emerging Artist Showcase.

The showcase is presented at the beginning of the popular Boots and Hearts country music festival, which takes place Aug. 9 to 12 in Oro-Medonte, Ont. A touring contest will result in one lucky artist winning a trip to Nashville to record an original song with Warner Music Canada. For ET and Chevrolet, this means a 10-week campaign (currently underway in its first phase) featuring two, 30-minute ET Canada specials airing on Global and CMT and promotional spots hosted on ET Canada, Global News and Corus Radio.

This year, the ET Canada‘s coverage is receiving more robust social support, according to a Corus rep. The partnership will include custom video content, display ads and social posts. Also for the first time, Facebook Live will be incorporated, with an ET Canada Facebook broadcast scheduled. The broadcast will feature a tease of each finalist’s submission performance. A second special is set to air following the wrap of the festival, featuring interviews with country music heavy hitters, performances and highlights from the showcase. The special will also air on CMT and ET Canada’s website following the broadcast.

Creative elements were produced in-house by ET Canada’s creative team and T71, with media support by Momentum Canada and Dentsu Aegis Network’s content agency, The Story Lab.