Cannes Lions

RED CARPET DIARY

SONAR|MEDIATHINK, Toronto / VISA / 2014

Case Film
Supporting Content
Supporting Content

Overview

Entries

Credits

Overview

Description

Branded Entertainment on broadcast networks in Canada consists largely of 'Canadianised' versions of US show formats. These shows rely heavily on brand integration. The Canadian Audio-Visual Certification Office (CAVCO) has an outdated definition of branded content that classifies it as advertising. While efforts are being made to have these rules re-evaluated for the modern age, the process is slow and requires branded content producers to walk a very fine line. The other significant factor affecting deployment is the subjective opinion of the distribution partner - is the content real? Is the commercial message in balance with the entertainment value? Will people watch? Will the content hurt or help the brand of the distribution media partner.

Execution

Distribution partnerships were negotiated on a barter basis with key media outlets such as the Toronto Star and Postmedia. recognizing that the content had value, we were able to barter for five-figures of promotional support and integration into each media outlet's Toronto International Film Festival coverage. In addition, distribution was negotiated, again at no cost to the client, on PlayMedia which controls the video screens in Toronto's taxi fleet and on Cineplex.com, the website of Canada's largest movie exhibitor.

Outcome

Red Carpet Diary has generated approx. 22 million views world-wide and 10 million views on YouTube alone with viewer stats of: 25+ 75%, 35+ 60%. Visa's key demo is 35+.

The views continue to accumulate at a monthly run rate of approx. 100,000

Average time watched is 1.25 minutes during which time the viewer is exposed to a minimum of 4 branded integration moments.

Major media outlets such as the 'Toronto Star', Postmedia ('The National Post' and Canada.com) and Rogers TV, carried the content free of charge and bartered $50,000 of digital promotional support run over the 10 days of the Festival.

A Google search for 'TIFF, Visa' gives the top result as the Visa Screening Room playlist on the Red Carpet Diary YouTube channel.

Similar Campaigns

12 items

Broken Ceiling

McCANN , New york

Broken Ceiling

2021, STATE STREET GLOBAL ADVISORS

(opens in a new tab)