Interactive
Transmedia tales lead Understanding Youth
The strategy magazine-hosted conference featured big-picture speakers such as Dr. Adam Klein, who argued that non-linear media strategies are imperative for reaching today’s youth.
Xbox Live shares points for charity
Microsoft has launched a ‘Mission 4 Miracles’ campaign with in-game advertising that encourages players to donate points to the Children’s Miracle Network.
McClelland & Stewart’s first talking novel on podcast
The Toronto-based publishing company is releasing a new novel by Terry Fallis, The High Road, as a weekly promotional podcast before the print launch in September.
Astral to launch Playhouse Disney ‘en francais’
French-speaking Canadians will soon have a TV playhouse of their own with a new francophone Playhouse Disney channel. Limited online ad opps are available.
Lavalife and Dentyne get fresh
The dating site and the gum brand team up to match singles with their most compatible kisser in this integrated online promotion.
WWF pins it to Canadians
The registered charity launches ‘Pin it for the Planet,’ a multimedia campaign to promote its environmental conservation mandate.
Rogers beefs up online on-demand
The broadcaster has taken its online VOD out of beta and into the mainstream and announces a cross-platform content deal with the CBC. An On Demand Mobile product is in the works.
Kitchen Aid shares a moment with Food Network
The brand debuts a new web series on FoodNetwork.ca, featuring its products in the hands of celebrity chefs. The media initiative includes an online buy, editorial sponsorship and TV tags.
YWCA Canada sirens women’s health
The venerable organization’s Safety Siren iPhone app is both a safety device with a blaring alarm and an on-the-go resource for sexual and dating health.
Hasbro and Kraft let it rip with YTV
YTV’s Wow! Patrol, a travelling road show for kids, will kick off this June with Hasbro’s Nerf guns and Kraft Dinner Crackers keeping the action branded with multi-platform games.
Ford recycles, but goes after new demo
A second phase of the Recycle Your Ride program launched this month and Ford gives MiC the scoop on a media plan that’s setting the stage for a major eight-model release later this year.
Soccer Draw: CIBC, Yahoo!, Umbro get in the game
CIBC is bolstering its sponsorship of CBC’s TV coverage of the FIFA World Cup by going mobile, Yahoo! builds a digital home for its soccer content and Umbro Canada launches a soccer newsletter.
eBay Canada shops and shares
A ‘Brilliant Buyers’ campaign asks eBay consumers to tell the story of their favourite buy with the aim of increasing participation in new categories among its loyal shoppers.
Granville Island Brewing knows the West Coast
The new campaign for Canada’s oldest microbrewery pays tribute to activities for West Coasters in the know.
Montreal Impact get mysterious with media
The soccer team celebrates its entry into the big leagues with a 36-hour ‘mystery’ campaign followed by a Montreal-centric media buy.
- Is GroupM being dismantled? Reports point to rebrand and restructuring
- Some GroupM Canada senior executives have left the agency
- Havas Media Canada makes three senior leadership appointments
- Media leaders concerned ad spend not going to Canadian media
- Upfronts 2025: Fox announces significant investment in sports
