Global goes big for fall

The Shaw Media network uses "song tagging" and flash mobs to promote its new season.

Global is launching its fall season with a multi-platform campaign created by Shaw Media’s in-house media and creative departments, says Jason Keown, senior director of marketing, Global Entertainment.

The campaign, which is targeted at adults aged 18 to 49, includes “song tagging,” where radio stations, including Z 103.5 in Toronto, CFMI in Vancouver and CHBN in Edmonton, pair songs with Global shows, having announcers talk about the new show after the related song has just finished playing. Keown says it’s the first time any advertiser has used the technique in Canada.

Also, the channel’s new drama Prime Suspect is getting special attention with a spin on the standard flashmob. Focusing on the show’s lead character, Detective Jane Timoney, the execution will see 100 actors dressed as the cop prowling the streets engaging the public with details on the show in Toronto next Monday, Sept. 19.

Toronto subway stations, including Bloor/Yonge and St. George, have been taken over with OOH advertising for its fall season, sporting ads focusing on the big stars and shows. Radio stations across the country will air ads during every commercial break on premiere days for new shows.

OOH billboards in high-traffic areas of Vancouver, Calgary and Toronto; print ads in the Toronto Star, Metro, Vancouver Sun, Calgary Herald, Edmonton Journal and Winnipeg Free Press; and online ads, including a YouTube takeover, are also planned to target viewers of specific hit Global shows, including Glee, Hawaii Five-O and House.