Canada.com subscribers can expect to get a special ‘Happy Canada D’eh’ message from Global TV’s Bob and Doug McKenzie in their inboxes tomorrow. It’s part of an effort by media mothership Canwest to woo subscribers to its recently launched Summer Guide, while touting its multimedia offering to advertisers.
The Bob & Doug video feature which launched recently on Canada.com, a network that gets 5.65 million monthly UVs (according to ComScore’s May 2009 data) and targets the 34 to 55 high-income demo, was made by the show’s creators exclusively for the site. The feature, which has the Canadian icons musing about ‘cold ones,’ ‘back bacon’ and the ‘Interweb’, also comes with branding and sponsorship opportunities, and can be passed along via email or by linking the message to Facebook or Twitter accounts.
Globaltv.com is supporting the Canada D’eh message with a prominent feature of Bob & Doug’s animated world, including streaming of full eps, and on Canada Day itself, TVTropolis will be running a marathon of broadcast eps.
The Summer Guide which carries Canada Day and summer fun content from across the Canwest network of sites, including its major dailies and broadcast properties GlobalTV.com, FoodTV.ca & HGTV.ca, features stories, blogs, photo galleries and a video centre featuring summer-related content. The guide also comes with advertising integration opportunities across all its areas – Food & Drink, Health, Entertainment, Getaways, Outdoor Living, Festivals, Fashion & Beauty and Driving. This includes the ability to be the presenting sponsor of any of the specific areas and/or content types (i.e. photo galleries, video), or to develop a contest opportunity for visitors relating to Canada Day or celebrating summer in Canada.
‘One of our key strengths as an advertising partner is that we can provide advertisers with an opportunity to leverage their message across multiple mediums, to reach consumers in print, online and on broadcast, all across integrated and/or like content that helps build their brand,’ director of marketing Canwest Digital Media, Laura Pearce tells MiC. ‘Online, we’re able to produce a unique Canada Day message. This type of offering is another example of how Canwest takes advantage of its multimedia capability…and provides opportunities for advertisers to connect with consumers in a unique and engaging way.’
