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Mobile on Demand goes national
According to Dan Reitzik, everyone’s going digital. The president of the Vancouver-based online and wireless community Digital Youth, announced that the company’s Mobile on Demand program is expanding to five markets, and as a result of the expansion, they’re busy searching for sponsors. The initiative, a partnership with CanWest Media Works, offers brands a bundled mobile and print buy. The weekly full-colour, full-page ‘mobile marketing destination’ in Friday editions of CanWest print properties in the Vancouver, Calgary, Edmonton, Ottawa and Montreal markets will contain content such as mobile stories (called ‘Text in the City’), ads and contests. The biggest draw? Ringtones provided by exclusive category sponsor, Universal Music.
Mobile on Demand initially ran as a test in CanWest’s Vancouver Province last spring. In some weeks, text-ins fluctuated between 400-5,000, depending on content and contests offered that week. Because of that continuing success, the 16-week national program will be offered in the Vancouver Province, Calgary Herald, Edmonton Journal, Ottawa Citizen and Montreal Gazette beginning November 18. Digital Advertising Network (DAN), a Digital Youth partner, will support the promo through its network of in-mall screens. DAN Media will also be selling Universal ring tones.
Sears to make guest appearance on Corner Gas
In a deal brokered by Toronto-based media agency Mediaedge:cia, the Sears brand is set to make a guest appearance in this season’s holiday episode of Corner Gas. The Sears Wish Book catalogue will be written into the script as characters reminisce about ordering items from the book as children. A campaign to draw viewers to the episode, at this time tentatively scheduled for a December 12 airing, will launch in the first week of December and last until the end of the season.
‘We did some proprietary research into product placement and looked at [factors such as] is it effective? Does it impact awareness and purchase intent?’ explains Bruce Neve, VP and managing director at Mediaedge:cia. He says that based on findings of that research, the agency then looked for a property with the same core values as Sears – that being ‘accessible, friendly, popular but not trendy. So we came up with Corner Gas because it’s Canadian and it appeals to everyone.’
Marc Gavreau, national manager of media services at Sears Canada says this marks the first time the brand has entered the world of brand integration.
‘In terms of being in the script, yes. We have, in the past, provided product in exchange for airtime but this is the first time for real integration. Success for us is increased awareness for the Wish Book.’
Top TV advertisers: Eloda analysis
The following research is the first in a new weekly series for MIC that looks at new TV ads by category. This info, for the week of October 7-14, was gathered through Montreal-based ELODA’s online TV advertising tracking, auditing and viewing services. The company’s technology identifies the signature ‘DNA’ of individual TV ads in support of marketing research initiatives.
Top 5 Categories with the Most New Commercials
Latest BBM RTS survey shows surprising stats
The latest RTS survey results from BBM Canada have uncovered some interesting results, including Playboy and Maxim are not just for men, teens shop at some unlikely places, Canadians are thinking hybrid for their next car purchase, casino visitors may not be who you think they are, meat alternatives are gaining ground and many other interesting consumer facts.
Survey highlights include:
* 31% of Canadians who shopped La Senza in the past year were men
* 23% of La Senza shoppers are teens 12-17
* 29% of Canadians who intend to buy a vehicle next year, are considering a Hybrid as a potential option
* Ontario and Quebec are the regions with the highest incidences of Hybrid interested buyers
* 311,000 Canadians visited casinos 12 or more times last year
* For 60%, high school is their highest level of schooling
* 38% are retired (2 times the national average), 9% are unemployed (2 times national avg.)
* 3.6 million Canadians (13%) consumed meat alternatives (soy, tofu, tempeh) during the last 30 days.
* 440,000 Canadians (2%) read Playboy in the past month.
* 15% of Playboy readers are female
* 1.1 million Canadians (4%) read Maxim in past month
* 22% of Maxim readers are female
* 3.6 million Canadians (13%) download music occasionally/frequently
* 20% agreed with the statement ‘I feel very lonely’ (2 times the national average)
* 2.9 million Canadians (11%) participate in discussion or chat groups occasionally/frequently
* 62% are under 24 years old (3 times national avg.)
BBM RTS, a syndicated consumer-media survey of over 61,000 Canadians, conducted twice a year by BBM Canada.
MIC’s creative pic: Belair and Diesel get on the GO
Beginning this week in Toronto, look out for GO Train cars wrapped in BELAIRdirect creative. The campaign, created by Montreal-based agency Diesel, shows a vandalized car with belairdirect.com scratched into its doors. Print executions bearing the same creative theme are posted inside the trains. The campaign aims to draw traffic to the insurance company’s website. The media buy was managed by Touché.
Harding chooses non-renewal at RMB
Current president of the Radio Marketing Bureau (RMB) John Harding has announced that he is not seeking a renewal of his current contract, which ends in the spring. He retains his title until a replacement is named. Harding has served as president of the RMB for the past seven and a half years. He serves on the BBM Radio Executive Committee as well as various boards of directors including that of the Canadian Association of Broadcasters.
Showcase promotes new VP of content
Tara Ellis has been promoted to the role of VP of content for Showcase. Ellis was previously director, original dramatic programming for the specialty net, championing programs such as Webdreams. The promotion is effective immediately.
Janik tunes in to Standard Radio
Liz Janik has been named program manager for Standard Radio’s all-Canadian commercial-free music channel on the soon-to-be-launched SIRIUS. She will oversee music programming as well as the management and operation of the station. With more than 15 years in broadcasting, Janik was most recently president of her own consulting company.
Event
Event
Oct. 19
The 2005 Cannes Lions ‘World’s Best Commercials’ screening
Isabel Bader Theatre, Toronto
Adcam Marketing 416.203.0753 x225
The Cannes Lions ‘World’s Best Commercials’ screening is back. The event includes the screening, introductions by Cannes judges Jack Neary (BBDO) and Terry O’Reilly (Pirate Radio & Television) – and the Sony BMG After-Party at 8 p.m.
PMB Factoid
Korean car in household: by household income
CanWest supplies much-needed new mega-connected online auto inventory – pundits deem it clever move
CanWest MediaWorks has launched an automotive portal for consumers, dealers, advertisers and enthusiasts — and media pundits agree that it’s a good thing. The new site, at driving.ca, offers automotive reviews and editorial content from CanWest’s 11 national newspapers. Driving.ca combines a national portal (as part of the Canada.com site) with the marketing of Canada’s largest chain of dailies. It also allows access to the full inventory of CanWest’s dealer network across the country.
‘Good for them,’ says Sunni Boot, president of Zenith Optimedia. ‘When a car buyer gets closer to purchase, they look for cost, a good dealer and service. A lot of consumers will find a lot of utility to this site. It appears to be user-friendly and it provides a level-playing field of info.’
PHD & Thermasilk join the shampoo-as-entertainment trend at teen hangout Habbo
Thermasilk has done the impossible — give girls the ability to create her perfect guy. In a sponsorship of virtual teen community Habbo Hotel Canada, the hair care brand has created the ‘Hit on My Hot Guy’ room within the hotel to target the 52% teen female demo inhabiting the hotel. Within the Thermasilk room is a branded billboard with links leading to the www.hitonmyhotguy.ca site.
And the room even has its own brand reps. Pre-programmed bots respond to user questions with branded responses such as: ‘Have a drink and hit on a hot guy! Click on the billboard for a chance to win!’ The site created for the promo is a destination for teens to virtually build a perfect guy, choosing hair, clothes, and tattoos, among others and then emailing this piece of perfection to friends to increase chances of winning swag — including free ring tones from MuchMusic. An in-game competition links users back to the hotel encouraging teens to get other Habbos (avatars ‘living’ in the hotel) to rate their hot guy for a chance to win game credits. To further support the promo, MuchMusic is airing two 15-second spots to drive traffic to the site starting on October 21. The media agency that did the magic? PHD Canada.
Grocery Gateway hooks up with couples mag to throw a party for 2
2: The magazine for couples, has coupled with online grocer Grocery Gateway on a co-promo entitled ‘2’s Coffee Table Dinner Party.’ In the mag’s fall issue spread, food brands such as Dr. Oetker, Knorr and Pillsbury — all found on Grocery Gateway’s site — are featured within recipes. Look on the Grocery Gateway site and all the work’s done for you. A virtual 2-branded grocery aisle has been created with all the ingredients for those wanting to recreate the spread’s perfect coffee table dinner party. Last week, the coffee table dinner party was brought to life during a segment on CHUM’s Breakfast Television.
‘This promo is really driven by brands with content integrating on the back end,’ says Diane Hall, 2’s publisher and president. ‘We shopped the whole party from Grocery Gateway and we offer this feature as an added value to our advertisers. Contextual selling is what they’re buying. It’s stylish and hip.’
Hall says the glossy is close to signing an alcohol brand as a food partner. The branded content feature, with Grocery Gateway in tow, is again on tap for 2’s holiday edition with a spread entitled ‘2’s Open House Holiday Party.’ Package prices range from $5,000 to $16,000 depending on a brand’s level of involvement. 2 Magazine targets urban couples in the 25-34 age range.
