Koodo rings bell for Last Mask Standing competition

Four fans will have to don the luchador mask for 48 hours in a new MuchMusic contest that is part of Koodo's back-to-school campaign, which focuses on social networking.

Four people will have to wear a luchador wrestling mask while showering, eating and competing in endurance challenges for the chance to win a trip to Mexico from MuchMusic and Koodo.

The Last Mask Standing competition, a partnership with the mobile brand, MuchMusic and Musiqueplus, is now in the submission stage, after which four finalists will be chosen to compete at the music channel’s headquarters. The competition will be filmed on Sept. 11 and 12, and used on air in the form of 90-second spots.

Viewers can participate too – once the finalists are chosen, commercials on MuchMusic and online will ask consumers to vote for the individual they think will win, for a chance to win their own Mexico trip with friends for spring break, and $1,000 in spending money.

The aim of the Last Mask Standing competition is to bring Koodo’s campaign to life during the important back-to-school period for wireless companies, says Lance Martin, executive creative director at Taxi 2, who developed the campaign.

‘It’s an important marketing period for all mobile companies when people are making that decision on what phone to bring back to school,’ Martin says.

Print media with a new creative focus on mobile social networking deals (pictured) debuted in market this week, with broadcast spots launching on Monday. All media, including the MuchMusic partnership, was handled by Media Experts.

‘We are offering the new BlackBerry curve and INQ 3G smartphone, so it was the perfect time to do a social networking specific campaign,’ Martin says.