From CNW
blogTV.ca, Canada's first and only live,
user-generated video website, is broadcasting content 24 hours a day, 7 days a
week from the streets of Toronto. All month long beginning this week, a
blogTV.ca Hummer will travel the city offering Torontonians the opportunity to
broadcast their stories, opinions and talents. This initiative is part of a
larger national blogTV.ca marketing campaign rolling out throughout the
spring.
"We are very excited about blogTV.ca and the power it gives to people to
be their own broadcasters," says Claude Galipeau, Senior Vice President of
Digital Media for Alliance Atlantis. "We've decided to hit the streets to show
off its power and showcase this new platform to Canadians while providing
content 24/7 to our online users."
blogTV.ca personalities will be on hand in the outfitted live broadcast
unit to interview the public at Canadian Music Week activities, Leafs and
Raptors games, a swimwear fashion show at Ultra, concerts, nightclubs and
movie theatres. Users can visit blogTV.ca to check in with the live footage
being streamed to the site and to interact with the blogTV.ca team as they
seek out the action across the city. Segal Communications developed the live
event blogTV.ca campaign.
"The street level component of the campaign provides a prime example of
how the live experience can play a central role in the promotion of an online
property," says Michael Scissons, Segal Communications. It is exciting to
bring the brand to life offline and give consumers an opportunity to interact
with the property in a new way."
The campaign also includes a sponsored story on Facebook and online ads
on Yahoo 360.
"Leveraging trusted social media sites like Facebook and Yahoo 360 is a
key strategy of our campaign. This provides us with the capability to
effectively target users who already have a propensity to "egocast" themselves
and enhance their online offerings with video," says Heidi Fillmore, Vice
President of Digital Media Marketing.
An out-of-home marketing campaign will roll out beginning in April and
will include wild postings, resto-bar boards and wall murals.
