TORONTO – When viewers tune in to three of CBC’s popular prime time programs this Fall, they’ll notice familiar scene in the background: a TD Canada Trust bank branch. In a first for a Canadian bank with CBC-TV, TD Canada Trust will be integrated into some settings in new episodes of Little Mosque on The Prairie, Being Erica and Heartland.
Product integration, where branded goods or services are placed in programming beyond traditional ads, has evolved considerably since its introduction over a decade ago. Going beyond simply placing a product in a camera shot, products and brands are now being integrated into backdrops and storylines. This approach is used widely by networks and studios in the U.S., but is still relatively new in Canada.
"We see this as an innovative approach to traditional advertising," said Scott Moore, executive director for CBC Sports and GM for media sales and marketing, in a statement. "The integration of TD’s brand into our programs is subtle and appropriate creatively. Through our 30-second vignettes, online presence and scripted programming, we are increasing TD Canada Trust’s visibility and generating revenue to allow the CBC to continue funding high-quality Canadian programming."
Teletoon is also venturing into the world of in-show product integration for the first time this Fall by teaming up with MGA Entertainment on a promotion that pairs new tween-targeted comedy Majority Rules with the Moxie Girlz line of dolls.
The Moxie Girlz logo can be seen into the first four episodes of the series, while the brand integration will be further reinforced through multi-platform promotional and contest components across the network’s programming, on-air and online resources. Two of the show’s cast members also recently made appearances at Toys R Us locations in the Greater Toronto Area.
“When MGA approached us with the doll line we immediately identified that Majority Rules would be a natural fit as the show and the dolls strive for the same ideals and sense of empowerment,” said Emma Fachini, director of sales promotion for Teletoon, in a statement. “Working with E1 throughout production to leverage every opportunity for Moxie Girlz, our team has been able to produce a truly organic product integration and impactful promotion.”
– Lesley Hunter