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Fashion File and Lise Watier make winter beautiful through multi-platform partnership
Building on the relationship that began last winter, CBC’s Fashion File and cosmetics line Lise Watier have extended their partnership for a second season in a twelve-week multi-platform initiative ending December 24. New this year, according to Angela Ceppetelli, customer marketing manager at CBC, is the introduction of the cosmetics brand to Fashion File’s print partner, Fashion magazine. Advertorial appeared in the mag’s holiday issue and email blasts were sent to Fashion subscribers, inviting them to tune in to Fashion File. Like last year, CBC produced a series of 12 minute-long vignettes airing weekly in the style of a Fashion File segment disseminating beauty tips using Lise Watier products and driving traffic to fashionfile.com and lisewatier.com. Ceppetelli says the partnership has proven to be a great brand fit, with last year’s program affecting overall sales of Lise Watier product. CBC hopes to renew the partnership next year and is looking to add a contest element.
Notes from the media landscape: RFID tags spy on promo display effectiveness
Deerfield, Ill.-based Goliath Solutions has signed chain Walgreens and 15 packaged-goods brands carried within to roll out an RFID system that tracks, in real-time, promo displays throughout the chain’s stores. The Goliath system can see when, how long and where displays are placed in stores, allowing marketers to track promo results by store or geographical area.
http://www.goliathsolutions.com
Palm puts the bling on for online contest
Palm Canada and Bell Mobility have launched a promo targeting mobile-toting sports fans. An online viral campaign, called Hat Trick my Treo, is jumping on the hockey-is-back bandwagon. The contest, which gives away one Palm Treo smartphone for every goal scored by the winning team, urges folks to register online at hattrickmytreo.com prior to the games played by Canadian hockey teams on Dec.17, 23 and 31. Guess the winning team’s name prior to the match and folks will automatically be entered into a draw for the smartphone. An online viral component (which will be used for data capture and database creation) and word of mouth buzz are supporting the campaign. Each draw will also give away the Stanley Cup of smartphones — a Treo complete with hockey team bling. The deal was done direct.
BBM Media Snapshot: 3.4 million Canadians cross-country ski
The BBM Media Snapshot feature has moved to the Thursday edition of Media in Canada. Watch for it on alternating weeks.
· 3.4 million Canadians (13%) cross-country ski regularly or occasionally.
· The largest age group of skiers is 45 to 54 years old (22%), followed by 35 to 44 (20%) year-olds.
· Men and women are equally likely to cross-country ski
· Cross-country skiing is more popular in Quebec (17%) than the national average while ther Canadian regions match the national average.
· Cross-country skiers are very active in other outdoors activities:
o twice as likely to cycle than the average Canadian.
o two and a half times more likely to canoe or kayak.
o twice as likely to play racket sports.
o twice as likely to participate in adventure sports (e.g. sky diving etc.).
o three times more likely to sail.
· The top media choices for cross-country skiers by yesterday exposure are radio (86%), TV (83%), Internet (56%), and daily newspaper (53%).
· Their favourite radio formats by weekly reach are news/talk (44%), adult contemporary (32%), and classic rock (25%).
· Favourite TV programs by weekly reach are movies (69%), news/current affairs (63%) and documentaries (45%).
Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 12+
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
CMT preems new family show
CMT is rolling out a new series that falls somewhere between fact and fiction. The Wilkinsons takes the experiences of a musical family and recreates them to the extreme resulting in a fun look at life at home and on the road. The net compares the show to Fat Actress and Larry Sanders in its feel. The Wilkinsons premiers Wednesday, Jan. 4 at 10 p.m. with two back-to-back episodes. There are 10 eps in all.
The network’s demo is adults 25-54, but with the content and nature of The Wilkinsons it feels the series will also appeal to adults 18-49. Sponsorship opportunities are available and could include customized integrated promotional components, interactive components and if possible promotional opportunities with The Wilkinsons (depending on scheduling and availability.)
Bravo! for new series
A new improv comedy series comes to Bravo Saturdays at 11 p.m., beginning Jan. 7. Significant Others takes a humorous look at couples in and out of therapy. Bravo is also unveiling what it is touting as a new genre of unscripted comedy/reality series with Hidden Howie: The Private Life of a Public Nuisance. The six half hours are based on the life of comedian Howie Mandel and mix scenes inspired by his real life with practical jokes played on unsuspecting people. Howie will air Saturdays at 11:30 p.m., beginning Jan. 7. Meanwhile, Rez Blues, a 13-part performance series that showcases Native blues and comedy talent, premieres Tuesday, Jan. 17 at 7:30 p.m. Target demo is 35-55.
Kings of Discovery
Discovery Channel welcomes a new six-part series on the mechanics of massive engineering projects. Kings of Construction explores such groundbreaking, 21st century construction projects as the Woodrow Wilson Bridge in Washington, D.C. It premieres Thursday, Jan. 12 at 9 p.m.
Space to preem Stargate spinoff
The successful Stargate SG-1 series is spinning off Stargate Atlantis. The new show follows a multinational scientific and military group as they go on a mission to investigate Atlantis, a city built by ancient powerful beings. Stargate Atlantis will air Sundays at 8 p.m., beginning Jan. 22.
Space will also be unspooling the Canadian television premiere of the weekly doc series Unexplained Canada beginning Wednesday, Jan. 4 at 10:30 p.m. The six half hours will explore the paranormal. The target audience for these shows is males 18-49. Sponsorship and ad tie-in opportunities are still to be determined.
CTV Travel series shops the world
CTV Travel’s four-part show Let’s Shop goes around the world to find the best in shopping. Host Cheryll Gillespie will hit global shopping Meccas, including Japan and Turkey. The series will air weekly beginning Saturday, Jan. 14 at 9 P.M.
PMB Factoid
Chewy candy users; by age
BBM radio survey reveals who’s up and who’s down in ratings race
It may be cold outside but the race for radio ratings is as hot as ever according to the new BBM numbers released yesterday.
Toronto: Erin Davis is back and CHFI-FM jumped from 6.4% share to a 9.0% share of hours tuned for A12+, leaving them nipping at the heels of CHUM-FM (which delivered a 9.1% share up from 7.8%) for the number one position in the market. EZRock slipped back just a bit, posting a still substantial 7.9% share of A12+ and a 12.5% share for F25-54. CHUM-FM held onto the number one position for F25-54 with a 16.8% share (up from 15.9%). Q107 retained the #1 spot for males 25-54, posting a 13.5% share, up from a 10.8% share last time out. The Edge remained number one with M18-34, delivering a 14.9% share (up from 14.4%).
Yahoo! Canada builds FIFA soccer microsite, searches for brand sponsors
Yahoo! Canada has announced the launch of its Yahoo! Canada World Cup 2006 microsite as part of an ongoing partnership with FIFA World Cup — and ad/sponsorship opps abound, says Yahoo! Canada GM, Kerry Munro. The site, found at www.yahoo.ca/worldcup allows soccer-philes to access the latest tournament, team and player news and send blogs on tournament message boards. ‘Canadian soccer fans generated the fourth highest volume of traffic worldwide [on fifaworldcup.com in 2002]. This is greater than in France and Brazil, where they actually have teams playing. There are more people in Canada playing organized soccer than those playing hockey.’
According to Munro, opportunities exist for brands to sponsor contesting elements, player profile pages, polls, or message boards. Yahoo!’s internal stats boast two billion page views and 20 million uniques on the Yahoo-supported site fifaworldcup.com during the games in 2002.
Radio Marketing Bureau names new board
The Radio Marketing Bureau has announced its new board of directors. The executive committee consists of Patrick Grierson, Canadian Broadcast Sales, chair; Lesley Conway-Kelley, CHUM Radio Sales, vice chair; John Harding, president; Elmer Hildebrand, Golden West Broadcasting, treasurer and Victor Dann, Rogers Broadcasting, past chair.
Other members include:
Jim Blundell, CHUM Radio
Brad Boechler, Newcap Radio
Glenn Chalmers, Standard Radio
John Hayes, Corus Radio Group
Ron Hutchinson, imsradio
Mark Maheu, Newcap Broadcasting
Gary Miles, Rogers Broadcasting
Luc Sabbatini, Groupe Radio Astral
Gerry Siemens, Pattison Radio
Dick Sienko, Target Broadcast Sales
Chris Sisam, Corus Radio Group
Paul Ski, Standard Broadcasting
Gary Slaight, Standard Broadcasting
Ross Tirrell, Rawlco Radio.
Ex-officio include Jim MacLeod, BBM Bureau of Measurement and Pierre-Louis Smith, Canadian Association of Broadcasters. The Radio Marketing Bureau a major marketing and resource centre for radio advertising.
Top TV advertisers: Eloda ad analysis
In 2004, the big push was on for entertainment equipment (33%) and entertainment (22%), respectively, nabbing the top slots in the most TV ads by category race. This year, however, the travel and transportation category takes the gold with public service in second place. Check out others topping the charts, and which brands had the most new spots. This info was gathered through Montreal-based ELODA’s online TV ad tracking, auditing and viewing services. All data supplied is based on the ELODA recording grid.
http://www.eloda.com
