To reach gamers, Canwest is showing that it speaks their language.
Canwest-owned channel Showcase has launched a multi-platform campaign in support of its new gaming-themed show Pure Pwnage. The pre-promotional campaign launches this week to boost awareness of Pwnage‘s March 12 debut at 10 p.m. ET.
The scripted, mockumentary-style show follows pro-gamer Jeremy as he juggles the demands of real life and his love of the digital world. The title is gamer slang for ‘owning’ a game, aka being really good at it.
The show has been running as a web series since 2004. A series of 10 mobisodes have been rolling out on the website to bridge from the online series in preparation for the TV version, Jennifer Mason, senior manager, marketing strategy, Canwest Broadcasting, tells MiC. The site receives 200,000 unique visitors a month.
To get the show on the radar of videogame-loving Canadians, Canwest is executing a month-long cross-platform media buy that includes a partnership with Xbox Canada and the inclusion of QR codes on print collateral, a first for the broadcaster. The Xbox campaign includes a multi-channel ad buy with Xbox Live, which will direct viewers to a 15-second promo when clicked. The buy also includes in-game inventory for action, adventure and sports games. The Xbox partnership will be capped with a live event March 25 in which premium Xbox Live members can play a video game live with the star of the show.
A digital OOH buy in restobars in Toronto, Calgary and Vancouver includes a 15-second non-audio ad and print placements featuring the QR code, which directs viewers to the promo vid on the website. In Toronto, the media strategy also includes wild postering in 45 locations across the city.
Additionally, online ads have been booked on music, entertainment, gaming and technology websites, the AOL Canada and Gorilla Nation websites and a homepage takeover of Heavy.com on March 12. Social media accounts for the show have also been created, and will be updated ‘frequently,’ a release promoting the show states.
All media and creative was handled in-house by Canwest.
