W Network launches an online takeover

The Corus brand is aiming to increase fan engagement (and brand interaction), with a new social media opportunity for some of the channel's biggest stars.

Corus Entertainment’s W Network is starting the week by giving some of its stars new responsibilities, making Property Brothers‘ Drew and Jonathan Scott in charge of its social media channels for the day.

Though not a first for the industry, today’s online takeover is a first for W Network, which wants to increase fan engagement and the potential for brands to get involved with viewers online.

All day today the Scott brothers will be posting and interacting with fans through the W Network’s social media feeds, leading up to tonight’s premiere of Buying & Selling with the Property Brothers at 9 p.m. Jonathan and Drew will be responding to viewer comments and questions across the social platforms and will have contests, including autographed giveaways of their bobblehead dolls on W Network’s Facebook page.

This interaction doesn’t include brand opportunities, but Sue MacKay, VP of digital content and engagement, Corus Entertainment, says brands could get involved in the future through things like online prizing and driving users to other digital programs.

On Tuesday March 17, the W Network will have its social media channels taken over by its newest host, Game of Homes‘ Cameron Mathison. That takeover is leading up to the launch of the new show that night at 10 p.m. Set in Vancouver, each episode of the show will feature a challenge followed by a renovation project. The launch season is being sponsored by brands including The Brick and Benjamin Moore.

Last week the W Network announced the expansion of its online properties, adding a video-focused site called W View and the lifestyle-based W Dish.