TORONTO – Shaw Media’s Slice has partnered with Tetley Tea to serve up two and a half hours of commercial-free comedy which includes the broadcast premiere of the digital series MsLabelled and the cable premiere of the movie Pitch Perfect.
The special presentation will features the MsLabelled season two storyline woven into all ten commercial breaks during Pitch Perfect when it airs on December 5 at 9:00 PM ET/6:00 PM PT. In addition, Slice will present a 30-minute broadcast episode, cut from new content and both seasons of MsLabelled (pictured), on December 12 at 8:30 PM ET/5:30 PM PT on Slice. New episodes of the scripted multiplatform comedy series continue to be released each Wednesday and Friday via Slice.ca and the VervegirlTV YouTube channel.
Promotional elements for the show-within-a-movie include a co-branded Tetley/Slice promo airing on Slice leading up to the movie, and a Tetley/MsLabelled co-branded sales bugs which will air during the movie to remind viewers to stay tuned during the breaks for this special broadcast.
In addition, tea brand Tetley and its premium Signature Collection tea featuring drawstring bags were integrated into the MsLabelled storyline via a design challenge to create drawstring fashions. Tetley’s fall campaign has been supported by a custom branded video set in the MsLabelled world featuring series star Sara Hennessey.
“Slice’s Tetley partnership brings audiences a unique, premiere viewing experience with this show within a movie,” said Shaw Media’s head of marketing ventures Barb McKergow, in the news release. “This exciting on-air takeover, coupled with Tetley’s in-series integration in MsLabelled, demonstrates our ability to elevate brands while offering multiplatform integrated entertainment online and on-air.”
