Showcase launches an innovative national promotional campaign today in support of its newest Original series Pure Pwnage. The multi-media campaign combines elements of print, out-of-home, online and gaming that will drive to the series premiere on Friday, March 12 at 10pm et/pt. The cutting edge aspects to these platforms include a partnership with Xbox Canada and the use of a Quick Response (QR) code.
Pure Pwnage tells the story of “Jeremy,” the ultimate video gamer, living in a digital bubble. The series will appeal to audiences with an appreciation for gaming and digital culture. Beginning today, the four-week media campaign will reach consumers by combining elements of on-air, out-of-home, online and Xbox advertising. In downtown Toronto, Calgary and Vancouver, digital advertisement boards in bars and restaurant washrooms will run a 15 second, full motion video ad, accompanied by print creative which will include the use of a Quick Response (QR) code. QR codes are a unique and quickly growing platform developed for use with mobile devices. Once a simple QR code reader app is downloaded, consumers will be able to hold up their mobile device to the print ads, scan the code and then be directed to a 15 second promo on the PurePwnage.com/tv/promo site. The site will host additional information on the series, exclusive online games and mobisodes. Canwest is one of the first broadcasters to integrate the up-and-coming technology into a promotional campaign.
The Xbox Canada partnership involves multiple components. When gamers login to Xbox LIVE they will be presented with a Pure Pwnage advertisement that will be prominently located in three locations: Xbox LIVE Marketplace, Inside Xbox and the Spotlight Channel. Once the digital advertisement is clicked, the gamer will be shown a 15 second promo for the series. In addition, in-game ads will appear in select action/adventure and sports game titles. Lastly, an Xbox Game with Fame consumer event will happen on Thursday, March 25 when Xbox LIVE Gold members will have the opportunity to play Electronic Arts NHL 10 on Xbox LIVE against Jarett Cale who stars as “Jeremy,” aka “teh_pwner” in Pure Pwnage. Past celebrities who have participated in Xbox Game with Fame include Megan Fox, Tony Hawk and Hedley among others.
Online advertisements will be strategically located on music, entertainment, gaming and technology websites, with a focus on gamer-centric sites. On the day of the series premiere, entertainment buffs will wake up to a total re-skin of urban lifestyle website Heavy.com, and ads will be launched on AOL Canada and Gorilla Nation affiliate sites.
Exclusive to the Toronto market will be a grassroots campaign displaying wild postings in 45 locations throughout the city. Construction sites will be adorned with the posters in six eye-catching colours that will also be sporting the QR code. Canwest’s digital content team will support the existing Facebook Showcase.ca fan page as well as the Twitter account with frequent programming updates to create buzz for the Pure Pwnage series.
The campaign was conceptualized by the Marketing Strategy team and designed in-house by Canwest’s award-winning Creative Agency. Media buying was handled by Canwest’s internal Media Strategy team.