Branded entertainment is quickly becoming the single most effective way for advertisers to engage audiences online with video. In the U.S., for short-format video-centric publishers like College Humor, 70% of advertising campaigns or more, now feature some type of branded video content integration. While Canadian online branded video has not yet reached this level of prevalence, it is poised to do just that. As a country Canada is the #1 per-capita consumer of online video according to comScore – and with few Canadian advertisers currently participating in this space -

We partnered with CTV to create a 60 second branded entertainment piece called “EAT TALK”, the vessel in which “GO” would use to share his recipes with Canada. It appears like it is a cooking segment gone horribly wrong in many ways. The irony is that Gordon Oliver is creating a dish that resembles slop, but passing it off as fine dining.

Then Mr. Mozzarella and his gang, kidnap Gordon Oliver. The spot ends off with the “To be Continued” tag.

This aired directly after the last minute of E-Talk, and the next 30-second segment aired half an hour later leading into Big Bang Theory.

Recap footage of the kidnap and escape on relevant cable networks like Much, MTV, Comedy.

The campaign delivered on the following:

• Sales were higher than ever before at that time of year, beyond client expectation

• Awareness increased 13% between our Fall campaign and post Kidnap

• Brand consideration increased 9% as well