Canada is a relatively unique market when it comes to branded content. Most branded content initiatives created in Canada for the Canadian market involve advertisers sharing voice with content producers. Canada is not a market that has seen a deluge of 100% advertiser-funded branded entertainment. Independent content producers in Canada rely heavily on tax credits from the federal and provincial governments to fund productions. Because advertising and promotional works are ineligible for these tax credits, producers risk losing their credits if the Canadian Audio-Visual Certification Office (CAVCO) deems a piece of content to feature promotional (ie. advertiser-funded) messaging too prominently. With this unique context in mind, subtlety is key.

We promoted our TimePlay app across all Cineplex channels including print, movie pre-rolls and billboards. Once they were in-theatre, audiences couldn’t miss our TimePlay game, which appeared on the big screen just before the movie was about to begin. Before the game began, in-theatre teaser ads encouraged moviegoers to download our Canon TimePlay app on their phones so they could play along.

Within a week, the TimePlay application became one of the most downloaded apps on Canadian iTunes and is now featured in the ‘What's Hot’ section of the store. Over 40,000+ applications were downloaded, and Canon achieved the pre-holiday sales increase it was hoping for.