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.
The Last Mask Standing competition, a partnership between Koodo, MuchMusic and Musiqueplus, will choose four finalists to compete at the music channel’s headquarters. The competition will be filmed on Sept. 11 and 12, and used in the form of 90-second spots.
Viewers can participate too – commercials on MuchMusic and online will ask consumers to vote for the individual they think will win for a chance to nab their own Mexico trip and $1,000 in spending money.
The aim is to pull focus on Koodo during the back-to-school period, says Lance Martin, executive creative director at Taxi 2, which 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,” he says.
New TV spots that debuted last month feature the El Tabador character interacting with students in a dorm room after a party, and in a library. Print ads launched this summer touted deals on Koodo’s mobile social networking packages, coinciding with the offering of the new BlackBerry curve and INQ 3G smartphone.  All media was handled by Media Experts.