Shaw Media is putting words in Zach Galifianakis’ mouth.
The media company has partnered with Warner Bros. on a new “live on screen” advertising integration promoting the studio’s new feature, The Hangover Part III. Two 35-second “commercials” will air during the May 18 broadcast of The Hangover on Showcase’s Big Ticket Movie.
Shaw has added a voiceover talking about The Hangover franchise to two dialogue-free scenes in the original move, followed by a quick flash of the poster for the new movie.
“We realized that there are some really great iconic moments [in The Hangover] that have no dialogue, so we took advantage of that opportunity by keeping the scene going but inserting a voiceover that’s kept in the same tone as the movie over top,” said Ann-Marie Spurr, director of marketing ventures for Shaw Media. “The viewer is going to continue watching the movie, but where they would normally watch it in silence, they’re going to hear ‘copy’ about The Hangover Part III.”
Asked if there were any reservations on the part of Shaw or Warner Bros. about tampering with the original movie, Spurr said: “We certainly talked about it, but the way we’re doing it is so seamless for the viewer that we don’t feel we’re detracting from the movie – in fact we’re augmenting the movie.
“We also feel it’s offering a very clever message to the viewer,” she added. “I think they’re going to feel that Warner Bros has spent some time thinking about their messaging, and that should carry over into the delivery of the actual movie.”
The program originated with a conversation between Shaw, Warner Bros. and its agency OMD Canada about creating a marketing plan for the third iteration of the movie franchise.
“It was about how to advertise the third part of a franchise movie and make it sound interesting without repeating everything they’ve done before,” said Spurr. “Warner Bros. came to us looking for a different and interesting way to reach viewers, so our thought was what would make The Hangover III stand out while everyone still knows and loves [the original].”
Warner Bros. will augment the on-air integration with standard 30-second ads and billboards, while a 15-second promotional spot will direct viewers to the Big Ticket Movie presentation.
While this was a custom-created solution for Warner Bros., Spurr said it is one that has potential beyond this particular incarnation. “It’s not something we can do for everybody all the time, but we really think that if it’s the right advertiser with the right content, we would like to offer this on a more regular basis.”
