BBC Kids goes after teens with new programming block and ad campaign
BBC Kids (BBCK) is hitting the streets of Toronto, Calgary, and Vancouver in a bid to net 15-17 year-old viewers for its new teen program block. The block, called Rated K, made its debut last night at 9 p.m. As part of the launch promo, the net will embark on the BBCK Basement Tour, a traveling viewing theatre exhibit launching May 7, that recreates the look and feel of the classic, tacky basement - complete with patterned wallpaper and wood paneling. The basements will be set up in random spots such as movie theatres, parking lots and street corners, with street teams inviting folks to take a seat to watch some BBCK. April 1 saw wild postings and stickers in key markets drawing people to the just-made-live bbck.ca site. A mid-March execution also put the 'tease' in teaser campaign. 'Bear Naked,' a vignette of a stripteasing bear found at bbck.ca enthralled subway riders and invited teens to send the clip to pals. Other elements include: print ads in Fashion 18, Access and What Magazine plus email blasts to subscribers of Fashion 18, Vervegirl, Fuel and the Student Price Card. The net worked closely with Toronto-based youth consultancy shop, Youthography. Media buys were done in-house.
BBC Kids (BBCK) is hitting the streets of Toronto, Calgary, and Vancouver in a bid to net 15-17 year-old viewers for its new teen program block. The block, called Rated K, made its debut last night at 9 p.m. As part of the launch promo, the net will embark on the BBCK Basement Tour, a traveling viewing theatre exhibit launching May 7, that recreates the look and feel of the classic, tacky basement – complete with patterned wallpaper and wood paneling. The basements will be set up in random spots such as movie theatres, parking lots and street corners, with street teams inviting folks to take a seat to watch some BBCK. April 1 saw wild postings and stickers in key markets drawing people to the just-made-live bbck.ca site. A mid-March execution also put the ‘tease’ in teaser campaign. ‘Bear Naked,’ a vignette of a stripteasing bear found at bbck.ca enthralled subway riders and invited teens to send the clip to pals. Other elements include: print ads in Fashion 18, Access and What Magazine plus email blasts to subscribers of Fashion 18, Vervegirl, Fuel and the Student Price Card. The net worked closely with Toronto-based youth consultancy shop, Youthography. Media buys were done in-house.
