Broadcaster Magazine

W Network’s Biggest Competition Series Launches Marketing Campaign

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  • Launching nationally, W Network announces its multi-tiered companion marketing campaign for the network’s biggest competition series ever, Game of Homes, premiering Tuesday, March. The marketing campaign includes TTC and Go Train signage; digital commuter boards; outdoor billboard within the vicinity of home renovation and supply stores; online and social media buys with Google, AOL, BrightRoll, Post Media and YouTube; television and radio advertising; and a full image wrap of Vancouver’s Canada Line (SkyTrain). The campaign, aimed primarily at Women ages 25 to 54, started rolling out at the start of March with the SkyTrain wrap travelling from Vancouver’s YVR Airport station to Waterfornt station from February 23 to April 26.

    “Game of Homes is event television and we wanted to make a similar statement in our campaign. With the SkyTrain image wrap, we knew we had something big and would be seen by a lot of people, also it passes nearby by the shooting location on the waterfront of Vancouver,” said Shelley Findlay, Vice President, Marketing, Women’s and Family networks, Corus Entertainment. “The concept of our campaign captures the spirit of the series as contestants compete to win the ultimate prize, a renovated home and property.”

    Vancouver-based series, Game of Homes (8X60), hosted by Emmy nominated actor Cameron Mathison (All My Children, 54), follows four teams of two amateur home renovators as they compete for the prize of a lifetime – a house and a plot of land to put it on. In the series, produced by Great Pacific Media in association with W Network, the teams save rundown houses that are marked to be torn down and revive them into their dream homes, room-by-room. These condemned houses slated for the wrecking ball, are uprooted and transported by truck and barge to downtown Vancouver. Here in public view teams will work side by side, around the clock, to completely transform these dumps into show homes while living in them. They will battle small budgets, tight deadlines cramped quarters and each other for a chance to win a home and change their lives forever.

    W Network’s online and social campaign support includes YouTube Game of Homes pre-roll videos, ad buys across the Google Display Network and a programmatic campaign with the BrightRoll platform. The campaign will also be supported with a Post Media campaign targeted to Toronto and Vancouver with behavioral targeting.

    Adding to the campaign will be broadcast spots across Corus Entertainment’s specialty channels including OWN: Oprah Winfrey Network (Canada), CMT (Canada), Cosmopolitan TV and W Movies; advertising on TLC, Peachtree, AMC, A&E, CNBC, CNN and MSNBC; 30-second radio promos across Canada.

    In addition to the series, W Network will launch a digital series starring Cameron Mathison called Cameron’s House Rules as well as a social media takeover by Mathison.

    Series sponsors Brick, Benjamin Moore and 3M will use their social platforms to amplify W Network’s online elements of the campaign. 3M will also offer in-store support with signage featuring a call to action to watch Game of Homes on W Network. In the series, the Brick is the official retail sponsor and supplied all four teams with furniture, mattresses, appliances and big screen TV’s. All paint was supplied by Benjamin Moore with additional colour consultations and product selection advice provided to the teams. Teams worked with 3M products including ScotchBlue Painter’s Tape, Command hooks and Scotch-Brite sponges.