Global enlists walking ads

What will you watch on TV tonight? If you're like most consumers, you make that decision on your way home.

What will you watch on TV tonight? If you’re like most consumers, you make that decision on your way home.

Which is why Global TV has hooked up with Montreal-based Pixman, a company that provides human ad mediums, to promote its fall programs like Prison Break and E-Ring in Toronto and Vancouver.

‘We’re trying to get people talking about the ads which, in turn, should bring buzz around to the shows,’ says Walter Levitt, SVP of marketing.

The Pixmen carry TVs, which loop trailers of upcoming episodes, on their heads, and are wearing Global-branded prison garb. They are turning up at high-traffic events such as the CNE and outside Blue Jay games in Toronto.

Along with the street teams, the broadcaster has turned to subway domination that changes daily to advertise its fall programs, as well as a 60-second trailer and movie posters to promo Prison Break. All creative and media buys were handled in-house. Phase one hit in the last week of August in time for the pilot airing of Prison Break. The second phase is slated to hit in the second week of September when all other new shows will premier.

Got a campaign you think is Pixman-worthy? Apparently, you can rent the walking ads – there are over 80 units currently in circulation worldwide – in two-hour blocks for $500. The brainchild of chairman and CEO Daniel Langlois, Pixman has a roster of performers in North America who can wear multimedia units including a weather-resistant LCD monitor, stereo sound system, and your choice of either a DVD player or computer (equipped with wireless internet service). So far, the firm has served over 100 clients including American Express, Coke and Microsoft.

With files from Annette Bourdeau.