• Space is getting a lot closer — and crisper. On July 6, the Space HD channel is launching. A division of Bell Media, the science fiction, horror and fantasy channel will be available across the country on Bell Satellite TV and Bell Fibe TV. The new channel’s schedule will mirror that of its sister channel Space. This launch follows that of MuchHD, which went up in June, and precedes the soon-to-launch Discovery Channel HD.
• Pumped! Inc., which owns and operates several promotional platforms, is now offering 15 new media facings in Toronto’s Union Station. The static advertising facings take the place of previous storefronts and are located in the GO Concourse and the Great Hall. John Debono, partner at Pumped!, said in release that this out-of-home platform has the potential to generate several million monthly views from commuter traffic. The station is also used by audiences accessing the Metro Toronto Convention Centre, the Air Canada Centre, the CN Tower and the Rogers Centre.
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We’re accustomed to NHLers giving out body checks, but NHL MVP Corey Perry is serving up something entirely different on Wednesday morning. He’ll be handing out free iced and hot coffee at the Maxwell House Optimism Café (pictured), a pop-up café in Toronto’s Beaches area. In keeping with the theme, Perry will address how he remains optimistic in order to infuse Torontonians with a brighter outlook. The Café will remain open for the rest of July and will feature other optimism-related events.
• Crush, part of the Canada Dry Mott’s portfolio, is treating Canadian contest winners like VIPs this summer at its first Crush Fest entertainment festival (event logistics are being handled by Toronto’s Match Marketing). Crush’s new contest gives entrants the chance to win their way into a private concert, plus some face time with Canadian band The New Cities. Consumers can win tickets by entering a PIN from a marked Crush soft drink at Crush’s Facebook page until September 7, or show their Crush love for the brand on the Facebook page and potentially be picked as a ‘Crush Super Fan.’ Secondary contest prizes include Sony song downloads, Windows 7 phones and Adidas prize packs. Toronto’s Traffik Group is doing a national in-promotion for Crush Fest, and there’s also a 30-second TV spot in French and English that features Crush Fest messaging. Toronto’s Mindshare managed the ad buy. National media and influencer relations and Facebook management is being handled by Toronto’s Veritas Communications.
• In other contest news, Petro-Canada announced its ‘Thrill of a Lifetime’ online contest this week. It’s the first time the company has incorporated mobile technology in a contest. The Ontario-based contest focuses on performance gasoline Ultra 94, which is available exclusively at Petro-Canada. Fans can scan a QR code to enter a ballot for a chance to go to the Bridgestone Racing Academy with three buds for a day. The smartphone-themed application will drive consumers to the Ultra 94 Facebook fan page, which contains daily clues about the QR code locations. Eleven QR codes appear in different partner media properties, including the GTA edition of The Globe and Mail. Performance Racing News, Mosport International Raceway and Bridgestone Race Academy are giving additional print and online media support. The contest corresponds with Toronto Indy race weekend and is running from July 5 through July 10.
