Corus Entertainment’s W Network has launched a comprehensive multimedia marketing campaign in support of its new competition series, Game of Homes.
Targeting women 25-54, the campaign launched at the beginning of the month with a full wrap on Vancouver’s SkyTrain. It also includes TTC and GO Transit signage, as well as digital boards and billboards situated near home renovation and supply stores.
W Network’s extensive online and social marketing for the show includes YouTube pre-roll, as well as buys across the Google Display Network and programmatic ads with BrightRoll. An additional Postmedia component will use behavioural targeting in Toronto and Vancouver.
Corus-owned TV properties including OWN: Oprah Winfrey Network, CMT, Cosmopolitan TV and W Movies are running ads promoting the show, while additional spots are running on U.S. ad avails. Corus is also running 30-second radio ads across its radio properties.
Game of Homes’ eight one-hour episodes will follow four teams of two amateur home renovators competing for a house and a plot of land to erect it on. Its official sponsor roster includes The Brick, Benjamin Moore and 3M, each of which will use their social media platforms to amplify W Network’s digital marketing. 3M will use in-store signage directing customers to the show.
As the official retail sponsor, The Brick supplied all teams with furniture and appliances, while Benjamin Moore supplied all of the paint used in the series. Teams will also work with a variety of 3M products, including ScotchBlue Painter’s Tape, Command hooks and Scotch-Brite sponges.
Corus has also created a series of 3-5 minute webisodes featuring Game of Homes host Cameron Mathison called Cameron’s House Rules. Running on WNetwork.com, W View and W Network’s YouTube channel, the shorts feature Mathison tackling his own renovation project. Mathison was also part of a takeover of Corus’s social media assets by W Network personalities earlier this month.