In a bid to increase interactivity online and physical activity off-line, the YTV- and McDonald’s Canada-helmed Go Active! Film Festival launched yesterday. The program is a five-week integrated online and on-air promo where kids can create a film of their own for upload and voting on ytv.com. Winners will receive the Golden Cheeseburger award consisting of a trip for four to L.A., passes to a theme park and an iPod.
This year marks the second year for the co-promotion, and according to Tim Cormick, VP, client marketing at the net, the festival netted ‘very compelling responses last year in terms of film participation and [online] critics.’ He adds that the focus this year is in making the film festival site even easier for the younger end of the 6-11 set. As such, YTV built in an online tutorial complete with background sets, sound effects and characters. Promotional elements include TV spots and a dedicated microsite on YTV, as well as POS materials at McDonald’s restaurants nationwide. Ron Christianson, national corporate communications manager for the QSR, says OMD Canada was instrumental in putting the deal together.
