Gift Wrap: Koodo’s Gingerbread Man streaks the streets of TO

Mobile company releases Choose Your Own Adventure-style series of YouTube vids - promoted with a national media buy - that allow users to decide the fate of the Gingerbread Man at the end of every spot.

Koodo’s ubiquitous ‘Gingerbread Man’ campaign took a turn for the unexpected this week with the launch of a new Choose Your Own Adventure-style online video series called ‘Sugar Streak.’

The live-action video series, which can be found on Koodo’s YouTube channel, features a crazed gingerbread man running through the streets of Toronto. The tagline underneath the video reads ‘Can you catch the Gingerbread Man? Prove it!’ At the end of each video, the viewer gets to choose what new direction the Gingerbread Man will take to escape…or not.

Created by Toronto’s Taxi 2, ‘Sugar Streak’ is an extension of the ‘Gingerbread Man’ media campaign – Koodo’s cheeky take on a holiday theme – that is currently running nationally. The Sugar Streak videos, however, are being promoted with their own messaging and a media buy, handled by Media Experts, targeting teen-friendly hangouts.

An outdoor poster campaign (with a ‘Wanted’ theme) has been rolled out in Toronto and Vancouver and washroom vinyls are up in Montreal. A rich media campaign starts online today on the Microsoft network and 15-second spots are running on digital screens in food courts and transit stations in the above-mentioned cities. Additionally, a Koodo rich media banner will appear today on the YouTube homepage to kick things off.

The campaign to promote the Sugar Streak vids will run through December, but the videos will remain online and active for awhile to come, Caleb Goodman, group account director, Taxi 2, tells MiC.