TORONTO – GlassBOX Media Group has raised the bar on advertiser integrated, multi-platform reality programming with a new TV series called West 49 Ambition Skatecamp.
The 8-part series, which kicks off on November 2 on Bite TV, follows eight of Canada’s most highly accomplished young skateboarders participating in an intense competition while mentored by skate industry experts. The winner receives a profile in SBC Skateboard magazine and a chance to compete against the world’s top amateur skaters at the Maloof Money Cup, which boasts the largest purse in the history of pro skateboarding with more than $450,000 in prize money.
Emerging musical artists provide the soundtrack for the skating sequences in the show, and are keyed on screen in real time, along with their song titles, as their tracks play on air.
Other brand integrations include in-show logo placements, mentions, and products placements by sponsors, particularly West 49, the Canadian specialty retailer of apparel and gear related to the youth action sports lifestyle.
“Collaborating with progressive companies like West 49 breeds innovative marketing campaigns like this one,” said Jeffrey Elliott, co-CEO of GlassBOX Television, in the press release. “Together we have developed incredible content and now we’re letting the audience decide how, where, and when they want to engage.”
The series will have its own microsite www.bite.ca/ambition, a page on Facebook, and will broadcast on mobile through Rogers Wireless, in addition to its airings on Bite TV. It is being promoted in West 49 retail stores, and through traditional print and on-line advertisements.
