Dove gets fresh with this summer

In a first for the channel, CTV is adding webisodes like Jason Priestley's The Lake and a new show from LonelyGirl15 to its website, as well as a customized online channel from Dove.

CTV is freshening up its online video player and show inventory for summer with a new campaign called Summer Heat, as well as a new Dove-sponsored channel called Get Fresh.

The execution, handled by PHD, includes four channels on the Dove-branded player: Cool, Revive, Energize and Burst. Each tab features a particular scent of Dove deodorant, but it also corresponds to CTV’s program roster.

For instance, the Revive channel streams season one of Castle and Make It or Break It, as well as the first of a lifestyle series from the Unilever brand called ‘Get Fresh,’ featuring a host that helps viewers view the latest summer fashions. But if a visitor surfs on to the Energize channel, the background colours change and it links to four new web-only series that are currently aired on in the US.

These include: The Lake, about a group of young, attractive people facing relationship and friendship woes while hanging out at the beach. The series is co-produced by Jason Priestley (Beverly Hills 90210) and Jordan Levin (former CEO of The WB). Blood Cell is a horror series starring Jessica Rose, a.k.a. LonelyGirl15 of Youtube fame; Eric the Trainer is about a guy who gets top celebrities in shape, and decides to share his pro-tips on nutrition, fitness and style with viewers. Finally, Pushed is a thriller about a young model whose husband locks her up in her mansion and she becomes his prisoner.

CTV is promoting the webisodes online on with banner ads and on television.

The Summer Heat campaign also coincides with the launch of the network’s first-ever Facebook application that can be added as a tab on users’ profiles. The application automatically refreshes whenever a new episode is added, and it allows fans to share links with their Facebook friends or directly via their news feed.

‘The combination of new, review and original programming makes this summer’s online video presentation particularly appealing to CTV’s online fan base,’ says Alon Marcovici, VP of digital media, CTV Inc., in a release. ‘CTV’s Facebook application ‘Watch CTV Online’ combines online viewing with social networking in an easy-to-use application as part of our ongoing commitment to reach fans and encourage viewers to share with online communities on their terms.’