Shaw media-owned Action has launched a two-week promotional campaign for its new shows, Full Throttle and Lizard Lick Towing, as well as its returning series, Hardcore Pawn.

The male-focused channel is targeted to 25- to 54-year-olds and provides viewers with what it describes as “raw and intense reality-based shows.”

Max Tremblay, director of brand and publicity, Shaw Dramatic and Factual Channels, tells MiC that the media co chose to use the digital space to provide viewers with a sampling of the shows through promo reels.

“We wanted them to experience the show visually though video and see first hand what it is all about,” he says.

The campaign appears predominantly in online and offline sports-focused media including Sportsnet.ca and NHL.com, as well as a radio spots in Western Canada and full colour ads in the sports sections of the Vancouver Province, Calgary Herald, Edmonton Journal and select Sun Media-owned papers. There will also be three TV ads running across Shaw Media properties and other major networks.

Digital boards in men’s washrooms will show uncut versions of the TV commercials, which Tremblay says is great place to present the over-the-top content to the show’s targeted male audience.