Rogers goes Peanuts with Fox

The telco is promoting its family phone plans through a unique partnership with Fox Studios for The Peanuts Movie 3D.

Will Charlie Brown finally muster the courage to meet the red-headed love of his life? Will his motley baseball crew get their team act together?

These pressing questions and surely many more may be answered when The Peanuts Movie hits the big screen on Nov. 6. And in a bid to both promote the film and entice new customers to Rogers’ mobile fold, it and 20th Century Fox Canada have launched a co-branded, multiplatform promotional campaign starting Friday.

The core of the campaign is a promotional deal from Rogers – customers who purchase a new phone and lock into two-year Share+ plan receive a $15 Peanuts-branded card for a Cineplex near them.

The activation is part of a multiplatform national campaign, with creative developed in partnership between 20th Century Fox Canada and Rogers Media, and media by Zenith Optimedia.

Between Oct. 23 and Nov 8 sign toppers with Peanuts creative will be positioned out 246 Rogers retail outlets with TV screens inside playing a 30-second co-branded spot (Fox and Rogers) playing inside. That spot can also be viewed on video walls in 12 of Rogers’ major locations. 

The in-store element will be focused in the GTA, Vancouver, Calgary and Edmonton. In Toronto the outlets include the stores that see the most footfalls, including Eaton Centre, Yorkdale and Square One. 

The co-branded partnership is rooted in the family nature of the film, which matched well with Roger’s targeting of the parent, teen and child market, says Ivan Lee, senior account executive at Zenith Optimedia. “It’s a new opportunity for us and Rogers had never done a cross-promotion with a movie before.”


The scale and extent of the partnership between Rogers and Zenith Optimedia is the first of its kind. It is also the first time that Rogers has used its locations to promote a film.

In addition to the in-store activation, the partnership with Rogers includes a TV spot that will run nationally on conventional Rogers stations as well as specialty channels including Sportsnet, SN1, SN360, FX and FXX). The TV spots will run in all of Roger’s key sports programming, including NHL Hockey and NBA Baseball.

The campaign’s digital strategy is four pronged and includes mobile ads geo-fenced around Rogers stores and Cineplex locations. Each of those ads leads to a full trailer. There will also be placements on Rogers website, ad placements in the eNewsletter, as well as social media through Rogers’ Facebook and Twitter accounts.