TORONTO – With its fall season set to launch this week, Global has kicked off a new advertising campaign which includes the first Canadian application of an initiative called ‘song tagging’.
The unique tactic seeks to connect popular music of today with several of Global’s fall shows. In addition to airing commercials on radio stations across the country, Global is partnering with targeted stations to have their announcers talk about a Global show immediately after a particular song has played. For example, after playing ‘Bad Romance’ by Lady Gaga, the announcer would link the content of the song to the content of an upcoming episode of Parenthood dealing with teenage relationships.
Another aspect of the campaign will feature a twist on the flash mob phenomenon as 100 actors will dress as Detective Jane Timoney (played by Maria Bello) in Prime Suspect, complete with the character’s signature outfit including the distinctive fedora (see ‘The Janes’, pictured below). The group will take to the streets of Toronto on September 19 to engage the public in the search for the “prime suspect”.
To complement these initiatives, Global is also planning show specific campaigns in “key markets” for series such as Prime Suspect, Glee, House, Survivor: South Pacific and Hawaii Five-O. Components will include outdoor billboards and transit ads, newspaper ads, Interactive Program Guide ads, and on-line ad displays via various entertainment and gossips sites including a show specific YouTube homepage takeover.
“There’s already a great deal of buzz surrounding our fall season,” said Jason Keown, senior director of marketing for Global Entertainment, in the announcement. “We’re building upon that interest by executing an integrated and impactful media plan that will utilize multiple platforms. This will be a carefully coordinated approach that ensures Canadians will know where and when to find this fall’s biggest hits.”
