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July 2008 - Strategy Magazine
Fall TV preview

Brands beef up their supporting role

by Jesse Kohl
page 34

It's a no-brainer that marketers keep coming back year after year for integration roles in the fall TV sked. What takes brains is plotting fresh premises to reach viewers at the couch, the computer and ultimately the cash register.

Of course, standard 30-second spots are still cast in commercial pods, but integration is playing a more sophisticated supporting role. "Research shows that it's the combination of a traditional media buy with the extraordinary in-show that gives you the most bang for your buck," says CTV VP marketing Mary Kreuk.

At this year's CTV upfront presentation in June, there was a big focus on homegrown programs such as Flashpoint and The Listener - both of which will air in the U.S. too (talk about a role reversal). That's a handy situation for marketers looking for integration opps in dramatic series, as well as performance and reality fare, produced north of the border.

Naturally, the sixth and final season of Corner Gas is attracting significant attention, especially following the emotional farewell by the cast and standing ovation by the audience at the June upfront. It's been a few years since the Corner Gas Christmas episode starred the Sears catalogue, but with the international success of the series, Bruce Neve and Mediaedge:cia's work is getting mileage every time the mistletoe reappears.

This fall, it will be Kraft rolling out the red carpet for Cheez Whiz. The brand will premiere a cleverly written little scene that captures the essence of Cheez Whiz while maintaining the creative integrity of the series.

The scene doesn't scream integration, because the series is so food- and iconic brand-obsessed that the pairing seems a natural fit. Product usage data shows that a Corner Gas viewer is likely to be a Cheez Whiz user, and the show ranks favourably among viewers in our Western heartland.

Without giving away too much, the scene has characters interacting with the brand and, of course, delivering a lot of laughs. When asked whether the integration spans multiple eps, sources advised watching the show in the fall to find out. But you don't buy in for that kind of integration without taking it beyond the airwaves.

Kraft Canada senior product manager Catherine Stilo says the company worked with CTV to develop a fully integrated program that "truly generates 360-degree consumer surround. The program will be brought to life onscreen, on-pack, online, on-page and in-store. The activity cleverly marries the brand personality of Cheez Whiz with the quirkiness of the show."

Kraft will incorporate Corner Gas at-shelf and in-grocery to promote the show and a newly designed Cheez Whiz label when the series returns. Contesting runs online until the end of the year, giving consumers an opportunity to sound off about their love of Cheez Whiz for the chance to win "a once in a lifetime, exclusive experience," says Stilo. Print advertising in What's Cooking magazine and online support through the Kraft and CTV websites will round out the campaign.

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