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August 17, 2007 issue
Zoom Media bows molded billboards
On behalf of Quebec's La Vie Sportive sportswear chain, Montreal's Zoom Media has found a way to make a line of blue jeans stand out - literally.
Targeting students 14-25, about 20 roundly molded billboards will festoon McDonald's restaurants and resto-bars in Quebec City (along with 30 traditional boards) until early September. Bound to draw attention, the eye-catchers are just what the client was looking for.
"We wanted to do something innovative, something that had never been done before to differentiate ourselves from the competition," says Vie Sportive spokesman Damien Miville-Deschenes. "With today's reality, we constantly have to think out of the box to find new ways to renew our advertising strategies."
Holiday Inn & CFL debut promo-game
The "Look Again Challenge" gives fans a chance to test their coaching skills and how far they can (virtually) toss a football inside a hotel. Read More
CBC puts all hockey online
All 85 NHL games due this season on the Ceeb will be streamed for free. TSN, meanwhile, has upped its coverage of Canadian games and of Penguins star Sidney Crosby. Read More
Media Contacts adds two
After landing a big new account - Agilent Technologies - Media Contacts (the Toronto-based digital media division of HAVAS Media) announced two new hires yesterday. Managing director Chris Williams tells MiC that Belinda Baugniet is heading up the Agilent team as account manager. She was formerly manager of web marketing and communications for Tourism Toronto.
The other new staffer is Jack Ly, who recently completed his Bachelor of Commerce at Ryerson University, and will serve as campaign coordinator for the Agilent account.
NetShelter adds one to techie network
NetShelter will now be serving ads to SitePoint's web developer and design crowd. Read More
Keys to the VIP gears up for second round
CTVglobemedia's Comedy Network is hitting the club scene this weekend in search for Toronto's top playas for the green-lighted second season of Keys to the VIP. The show's panel of four pick-up specialists/hosts (pictured: Chris, Peachez, Alen, Sheldon) will be on-scene to build buzz for the show's second season this fall.
Keys booths will be set up at three Toronto clubs - Metro, Distrikt, and Afterlife - to find playas to compete on-air and online. The show is the comedy net's top-streamed program for on-demand broadband viewing at TheComedyNetwork.ca. Over 100,000 streams have been viewed since November. It's also been picked up by Fuse TV in the US, which has a subscriber base of 45 million people.
The show features guys who think they've got the game to get women. Each ep pits two playas against each other to go three rounds to complete various pick-up challenges - while being analyzed by an expert panel. Encore eps from the first season air Tuesdays in the 10:30 pm ET time slot.