Global Television has cozied up to several marketing partners to push its mid-season entry, the Canadian teen drama Falcon Beach.

Beginning Dec. 26 for four weeks in Toronto, the Falcon Beach Bowl – a branded flatbed truck with a Plexiglas frame housing sand, surf and bathing suit-clad models, wearing Speedos (a promo partner) – hit hockey games and university campuses, among other places. The cuties are sampling branded merchandise, tagged with ‘It’s hot.’ Montreal-based Gearwerx created the Bowl.

There will also be an in-mall component in select cities, as Global also netted retail partners like Bikini Village (Toronto), Swimco (Vancouver and Calgary), and Swimwear Etc. (Winnipeg and Edmonton).

David Hamilton, VP of marketing at CanWest, says the net has also partnered with Universal Music for the launch of a CD halfway through the show’s run. And Cineplex has signed on to host special in-theatre sneak previews for viewers in Winnipeg, Toronto and Vancouver.

The 13-episode series about life in a beach town debuts Thursday, Jan. 5. Sounds ‘hot,’ alright.