TORONTO – If Alliance Atlantis has its way, all Canadians can be broadcasters (or blogcasters?).
The company’s creation is, as we’ve reported, blogTV.ca, "Canada’s first and only live, user-generated video web site," says a press release. Blogtv.ca is broadcasting content 24 hours a day, 7 days a week from the streets of Toronto all month long. A blogTV.ca Hummer will travel the city offering Torontonians the opportunity to broadcast their stories, opinions and talents. The truck 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."
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. Ad and promo agency 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 of Segal Communications.
The campaign also includes a sponsored story on Facebook and online ads on Yahoo 360.
An out-of-home marketing campaign will roll out beginning in April and will include wild postings, resto-bar boards and wall murals.
