To promote the exclusive Canadian premiere of iZombie, shomi really used its head.
Or is that brains?
On Wednesday the streaming VOD – a joint venture between Rogers Communications and Shaw Communications – hit the streets in a branded food truck, run by The Food Dudes, to serve members of the media dishes inspired by the show. The menu took a brain-free approach to zombie delicacies, with cheesy macaroni brains and mind-numbing meatloaf. Consumers had a taste this weekend when the truck stopped at Toronto’s Comicon.
Also on the consumer-facing side is a new campaign from BBDO and Proximity that includes national television advertising, cinema spots and out-of-home. North Strategic handled media relations.
iZombie premiered March 17 on CW in the United States, garnering favourable reviews as it provides a fresh take on the zombie-genre, which has grown in popularity due in part to the widespread success of The Walking Dead, which is also comic-based.
The show, from the creators of Veronica Mars and loosely based on the DC Comic of the same name, stars Rose McIver (Masters of Sex) as Olivia “Liv” Moore, a disciplined overachieving medical student-turned-zombie after getting bitten at a college party. Rather than succumb to the traditional zombie role, she rebels against the societal norm, using her zombie powers for good.
iZombie is another in the long list of exclusive series that services like shomi, Bell’s CraveTv and Netflix covet.
“Exclusive content’s absolutely key for us,” said Rita Ferrari, head of marketing for shomi, adding that exclusivity works hand in hand with the content being suitable for the brand. “It’s content like that that really helps define what the service is all about. And it certainly draws people to the service, because they won’t be able to see it anywhere else.”
While Ferrari agreed the popularity of The Walking Dead does cast a long shadow on other shows looking to capitalize on the zombie obsession, it isn’t a concern for iZombie.
“It’s a bit of a twist on the zombie show,” Ferrari explained. “She’s actually not trying to kill anyone. She’s trying to fit in as a zombie and trying to live her life, while doing good.”
