TORONTO – What could be a better place to roll out a Big Brother Canada Slop Truck than in Hogtown? The truck leverages two iconic Big Brother elements – slop and Big Brother personality Dan Gheesling (winner of season 10 and runner up in season 14). With Gheesling on board, the Slop Truck is touring around Toronto stopping at various high traffic locations to hand out samples of slop and giveaways to fans.
The truck is part of Slice’s biggest marketing campaign for a single series in the network’s history leading up to the Big Brother Canada premiere on February 27th at 9pm ET/PT. Big Brother Canada is airing with a national, multi-platform, multi-phased campaign developed to drive mass awareness around the first Canadian edition of the international hit franchise.
The marketing campaign and materials were developed in-house by Shaw Media’s Marketing team. The Slop Truck stunt was designed and executed by Diamond Integrated Marketing. Fans can find out where the truck will be on February 26th and 27th by joining the #SlopTruck conversation online at @BigBrotherCA.
Designed to attract the vast existing Big Brother fan base, Slice’s national campaign, targeting adults 25-54, includes traditional media vehicles such as radio, print, online and mobile ads as well as a rich on-air campaign, an attention-grabbing street level stunt, innovative online platforms and wide reaching partnerships. The campaign began appealing to fans of the franchise months ago through a gradual reveal of elements across targeted, highly visible on air and online platforms utilizing iconic elements and personalities from the Big Brother U.S. version.
“We’ve pulled out all the stops for our biggest campaign ever on Slice. With a number of exciting firsts, multiple customized on-air promos, a unique street level stunt and enhanced engagement with fans online, Big Brother Canada is capturing the country’s attention,” said Muriel Solomon, Senior Director of Marketing, Shaw Media.
The on-air campaign kicked off in the summer with promos for the Canadian series launching within Big Brother 14 on Global, the U.S. version’s home for the past 14 seasons. Targeting this massive pre-existing fan base and continuing to engage a broad audience, customized promos featuring two of Big Brother’s most well-known personalities, Dr. Will and Mike ‘Boogie’ Malin, ran within Survivor, one of Global’s most watched reality series.
A musically themed spot featuring the classic hit song Every Breath You Take by The Police also ran on Global during the Grammy’s, music’s biggest night. The most recent promo to hit the air, introduces the houseguests to Canada for the first time using popular childhood song, The More We Get Together, contrasting the lighthearted tone of the series with the rising and explosive tension between houseguests. The promo is running in high rotation across all Shaw Media channels culminating in a “complete two-day on-air domination leading in to the premiere and first live eviction episode.”
Over the course of the next two weeks, BuzzFeed, a leading social news destination, will be posting sponsored Big Brother Canada stories such as, “Things Caught on Camera that you Wouldn’t Want Exposed,” to generate conversation online. Shaw Media is the first Canadian broadcasting company to work with BuzzFeed to expose fans to shareable integrated content online. Slice has also partnered with leading social agency #engagementlabs to share Big Brother Canada content on targeted and influential online communities, social sites, forums and blogs.
Slice has also partnered with The Brick and Virgin Radio to further extend the reach of the campaign. During launch and throughout the season, series sponsor The Brick is providing significant exposure in-store with big brother branded rooms, online and in nationally distributed flyers. Providing substantial brand exposure on radio, online and on social media, Virgin Radio is hosting an online contest asking fans to make their predictions on who will be the first evicted houseguest for their chance to win tickets to a live eviction episode.
