Canada is relatively new to Branded Entertainment. The majority of executions live online in the form of web video or short films. In the broadcast world, brands typically piggyback on existing assets, marrying their brand with a TV show through sponsorship or product placement. There have been cases of “owned-media entertainment” in which a brand would script and produce a series that broadcasts on TV.

The restrictions that affect Kokanee lie primarily in the advertising of alcohol. The ASC (Advertising Standards Canada) is the governing body in Canada, and lays out six “themes” to which alcohol advertisers must abide:

- Advertising must not encourage the general consumption of alcohol.

- Advertising must not promote the irresponsible or illegal use of alcohol.

- Advertising must not associate alcohol with social or personal achievement.

- Advertising must not be directed to persons under the legal drinking age.

- Advertising must not associate alcohol with the use of motor vehicles or with activities requiring a significant degree of skill or care.

- Contests and promotions cannot be conditional on the purchase or consumption of alcohol.

Media needed to play an important role in the creative idea. With an idea so vast, the challenge would be to sell a beer AND a movie. There needed to be a precise balance between the two, complimented by the creative itself, and needed to reach consumers at every touch point.

The role of TV and Outdoor was to drive awareness of The Movie Out Here, solidifying its legitimacy and encouraging participation. In the latter half of 2012, the goal was to drive purchase intent in order to win tickets to attend the movie premiere.

The primary online goal was to increase awareness and encourage participation in the movie. Online also played a key role in lead-up to the film by offering consumers a chance to view an extended trailer as well as a 'red band' trailer.

The campaign has surpassed all targets. Brand health scores were above target by 21%, and market share has surpassed plan by 6%. In addition fan acquisition and fan engagement metrics surpassed all expectations by 152% and 3,163% respectively. And during the week of the release, our IMDb rank was in the top 1% out of over 1.8 million titles on the IMDb site.

Most importantly, our fans loved the movie. In our largest market, Vancouver, The Movie Out Here ranked 4th out of 12 movies on opening weekend, beating out many other high-budget blockbusters. It was also the #1 new release and #1 comedy.