Shaw Media has launched a mammoth marketing campaign supporting this weekend’s debut of Wipeout Canada on specialty channel TVtropolis.
The broadcaster has partnered with Johnson & Johnson’s painkiller brand Motrin – which is also the show’s principle sponsor – on a multi-faceted promotional campaign that represents the largest co-branded marketing initiative in its history.
Targeting adults 25-54, the campaign is anchored by a road show that will stop at Wal-Mart and Shoppers Drug Mart locations throughout the Greater Toronto Area. Visitors will be invited to try and successfully navigate a replica of Wipeout’s infamous “sucker punch wall.”
“We couldn’t have asked for a better brand alignment,” said Sherida German, director of brand and publicity, dramatic and factual channels for Shaw Media. “Kudos to Motrin for thinking outside of the box and seeing the potential for alignment.”
The campaign also includes an in-store element that will see Wipeout Canada featured on Motrin displays in more than 1,400 retail locations across Canada, including Loblaws, Shoppers Drug Mart and Zellers. The in-store presence includes flyer placement, coupons and aisle signage.
There is also traditional media support such as transit and print ads in T.O.Night and the Toronto editions of 24 Hours and Metro, and radio ads in Toronto, Kitchener, London and Ottawa as well as on-air spots running across Shaw’s broadcast assets.
“We were really fortunate that Motrin got on board early and really believed in the project,” said German. “Wipeout’s format is fun and bold, so we thought ‘Let’s not just go the traditional marketing route where you buy out-of-home and radio.’ They certainly are a part of the campaign, but we said ‘Let’s make this experiential.’ Everyone has that little part inside of them that says ‘I could do that.’”
As the show’s main sponsor, Motrin is featured in a weekly in-show segment called the “Motrin Wickedest Wipeout of the Week” and its name is on flags surrounding one of the course elements.
Shaw also announced today a full roster of advertising partners for Wipeout Canada’s 14-episode run that includes Kruger Products’ SpongeTowels brand, auto body repair company Carstar and fast food company Arby’s.
SpongeTowels will be featured in a section of the Wipeout course called “The Spinner,” where contestants will be required to jump onto a rotating turntable and grab hold of a giant SpongeTowel roll. The brand will provide the backdrop for the winner’s area, where co-host Jessica Phillips interviews each episode’s winner.
Carstar will be featured in a segment called the “Make it Unhappen Replay,” which features a contestant making a critical error they wish they could undo, while Arby’s will be featured in an online segment on WipeoutCanada.com called the “Arby’s Roast of the Day,” in which the show’s hosts tease one of the contestants.
Shaw also announced today a partnership with WestJet that will see Wipeout Canada featured in the in-flight entertainment on its Caribbean routes. Flight attendants will also distribute Wipeout-branded beach balls.
