Steven & Chris stage elaborate nuptials promo

It's a tie-in with the upcoming release of a wedding-themed feature film, and includes a watch-and-win contest for viewers culminating in a special episode for which the talk show's audience will be populated by brides-to-be.

CBC has created a watch-and-win contest to tie its daytime talk show, Steven & Chris, with the May 2 release of Columbia Pictures’ wedding-themed feature film Made of Honor, starring Patrick Dempsey (Grey’s Anatomy‘s ‘Dr. McDreamy’).

‘The ‘Steven & Chris Made of Honor Bridal Party’ is an excellent opportunity to reward [the show's] loyal audience with experiential prizing, and to provide relevant information and excitement for summer brides,’ explains Steven Pitkanen, senior marketing manager for CBC’s brand activation division.

The week-long contest invited brides-to-be to log onto a microsite to answer questions about planning a wedding, which were posed during last week’s episodes. Online, the Steven & Chris video player includes a contest promotional pre-roll and a link to watch the trailer for the movie.

At a special wedding-themed episode of the talk show – timed for the day the movie comes out – the studio audience will comprise brides-to-be. The winner of the grand prize of a trip for four to Toronto to attend the taping of the show will be revealed. Audience members will receive thousands of dollars in giveaways, and be invited to a screening of Made of Honor.

Since the talk show premiered on Jan. 14, the 2-3 pm time slot’s A25-54 audience has increased by 86% vs. the same time slot last year (then occupied by The Gillian Deacon Show), according to INFOYSYS National Network.