A highly integrated Fifth Grader

TORONTO – CanWest is bringing Wii to the "Are You Smarter Than A Canadian Fifth Grader" party as part of its program integration, product placement, and associative branding elements of its new show, a copy of the successful U.S. version on Fox. The new partnerships are aimed at "maximizing advertising opportunities throughout the casting period and during the broadcast," says a press release. Calling it "a collaborative 'dream team'," that "has blazed a new trail in content integration for promotion of Nintendo’s Big Brain Academy: Wii Degree, viewers will definitely know their Wii from their PS3. The team includes Nintendo...