TORONTO – Bell Media has created a way for its prime time advertisers to be featured exclusively in a commercial break, complete with custom creative tied directly to the program.
Known as commercial SuperPods, the 30-second original co-branded creatives are produced in-house by the Bell Media Agency, and aim to offer a more seamless and engaging experience between the commercial content and the show, the broadcaster said Friday.
Bell Media’s first SuperPod, launched in partnership with Chevrolet during this month’s premiere of The Amazing Race Canada: Heroes Edition, promoted Chevrolet’s Twitter contest – #TheChevroletRace – which will see a winner drive off with the new Chevrolet Traverse, the same vehicle that the winners of reality game show will take home.
“Advertisers have been challenging the industry to build exclusive and engaging content for their brands and audiences,” said Darryl Coburn, Bell Media’s national television sales VP, in the news release. “The Bell Media SuperPod delivers a unique opportunity for clients to extend their brand’s messaging beyond the typical commercial break while offering viewers continuous engagement with their program. We’re looking forward to rolling out this experience with more clients in the near future.”
The Amazing Race Canada: Heroes Edition will continue Tuesdays at 8:00 PM ET/ 9:00 PM MT on CTV.
