Four brands have returned for Big Brother Canada’s upcoming ninth season, with four first-time sponsors joining the fun.
Corus Entertainment announced today that Ontario Lottery and Gaming, Expedia, Wendy’s and SkipTheDishes are reprising their sponsorship roles, with dish soap brand Sunlight, barbecue maker Weber, TikTok Canada and Muskoka Spirits (the craft brewer’s gin and sparkling water brand) making their debuts on the show.
Expedia will be sponsoring a custom challenge, and will once again contribute to the grand prize package with a vacation for two, which will also include $10,000 worth of Weber grills and grilling accessories and a $10,000 cash prize from Sunlight.
In addition to the cash prize, Sunlight will be stocking the house with its dish and laundry products, running a custom task and reward focused on keeping the house and houseguests clean. Sunlight will also activate on social media, when the first four evicted houseguests “come clean” as they read funny tweets about themselves from fans on Twitter.
Weber’s grills will be featured throughout the Big Brother season nine outdoor space, sponsoring opportunities to win a grilling party for the entire house, and a Weber grill for the winning houseguest. Weber Canada will also feature content and contest opportunities for season nine on its social media pages.
For its custom integration, TikTok will provide a screen inside the season nine house that will feature special guests and be incorporated into challenges throughout the season. The short-form video platform will also sponsor “After the Eviction,” a TikTok exclusive video series that provides live access to the houseguests directly following their eviction every Thursday.
“I’m excited to see how our first custom integration in Canada will influence the houseguests and their gameplay throughout the season,” Nadia Niccoli, director of marketing for TikTok Canada told MiC. “There’s already a huge fan base for BBCAN on our platform and now they’ll be gaining exclusive access to content.”
Muskoka Spirits makes its debut on Big Brother, and the company’s Hard Sparkling Water will be featured throughout season nine.
Wendy’s returns for its fourth year, featuring a virtual drive through pantry where houseguests can place their orders on a tablet and receive a special video message from home once their order is ready. SkipTheDishes returns as well, sponsoring a contest for fans to vote for one of the four Have-Nots to “Skip The Slop” for the week and order a special meal just for them, delivered by the online food delivery service.
The Big Brother Canada OLG Fantasy Pool returns for a second year, featuring weekly prizing, and the lottery company will sponsor “head of household” and “power of veto” competitions, along with a custom play room for houseguests. New this year, “the BBCAN website will host our OLG.ca Lottery banner ads to help drive customer acquisition on our new transactional website,” Randy Weyersberg, VP brand and marketing at OLG, tells MiC.
When it comes to working with sponsors, “collaboration and creative flexibility are certainly two of our key ingredients to creating a well-rounded integration,” Barb McKergow, SVP, national advertising, at Corus Entertainment told Media in Canada.
Big Brother Canada season nine premieres on March 3 at 7 p.m. ET/PT on Global, and streaming services live or on demand with Stack TV or the Global TV app.
