Bell Media’s new multi-channel network (MCN) Much Digital Studios has announced its first wave of brand partnerships, with apparel company Puma joining with Bell and Virgin Mobile Canada to develop custom content packages featuring what the company describes as “extensive” online, mobile and on-air activations.
Puma has partnered with beauty vlogger Melissa Merk on a series of fitness-related videos in which Merk works out with ETalk reporter and Much VJ Liz Trinnear, as well as E! hosts Chloe Wilde and Tyrone Edwards in boxing, football and military boot camps.
The videos debut Sept. 1 on Much, during a Puma-workout inspired episode of Playlist, as well as online at Much.com/foreverfaster, where viewers can also win a Puma prize pack.
Bell and Much Digital Studios are giving fans a chance to upgrade their off-campus student housing by tweeting @Much using the hashtag #Muchdigs, describing what in their current accommodations they’d like to upgrade for a chance to win a free year of Bell Fibe internet and $1,000.
The promotion is also driving to Much.com/digs to see beauty, fashion and lifestyle creator Tasha Leelyn create a series of DIY hacks and inspiration for students to upgrade their off-campus housing. She and musician Tyler Shaw will also tour two unique Ontario student housing spaces, and create their own videos for their respective channels.
Much Digital Studios creators have also partnered with Virgin Mobile to provide the “ultimate” fan experience at the Osheaga and Squamish Valley Music Festivals in Quebec and B.C., respectively.
Beauty, fashion and lifestyle vlogger Mila Victoria, along with Merk and musician Dan Talevski, are highlighting what members get by being associated with Virgin Mobile, with their ultimate experience including VIP access to members’ lounges, side-stage viewing and artist meet and greets. Branded content is running on Much, while viewers can also view the experiences at Much.com/vipfestivals and creators’ individual YouTube channels.
Much Digital Studios roster of 22 creators boasts a combined subscriber base of 2.1 million. Dave Caporicci, Bell Media’s managing director of brand partnerships, called the three partnerships “just the beginning” of marketing opportunities offered by the MCN.
