Global unveils its multi-tiered marketing campaign for Canada’s No. 1 New Show, Glee, coming back to the airwaves on Tuesday, April 13 – 9:25pm ET/PT.
In celebration of the year’s most anticipated series return, Global has launched its most innovative and excitement-building marketing campaign to date. The network’s Glee campaign features everything from teaser posters speaking directly to Gleeks to unique on-air spots as well as creative use of social media platforms. Plus, there’s also a special groundbreaking announcement coming next week that will have Glee fans singing with joy.
A unique interactive element to the campaign will be the Glee Club singers performing Glee songs a capella all around Toronto in the days leading up to the series return. The Glee Club singers will hit the streets in high traffic locations around the city and will be stationed alongside special event teams handing out fun Glee premiums to passersby.
A summary of Global’s integrated media support for Glee is as follows:
– A series of various on-air spots airing since late February
– Radio spots in major markets beginning the week of April 5th
– High visibility digital boards in key locations including the Pattison Digital super board located at HWY 427/QEW, a major Toronto traffic artery
– Display advertising on targeted TV and gossip websites such as TMZ, Perez Hilton and AOL
– Extensive use of social media including Facebook and Twitter to rally online Gleeks
– Interactive Program Guide (IPG) domination in major markets through Prevue Networks to target last minute viewers on premiere night
– Print ads in major dailies around launch including special executions in key publications
– GlobalTV.com will house an official Glee Club blog featuring thelatest scoop on the show, guest stars and what’s new with the cast. On top of this, fans can catch up on full episodes the day after broadcast, read the weekly episodic playlist and take the ‘Gleek Quiz’ to find out which character they’re most like
– Plus, a major announcement next week that will bring a new sound to Toronto
“Glee has built an incredible following since its premiere and has become a worldwide pop culture phenomenon. It’s finally back and we knew we had a fantastic opportunity to speak to the existing fan base while enticing new viewers to get hooked,” said Jamie Schouela, VP Marketing Strategy, Global. “We have one more big surprise and Gleeks everywhere are going to love it.”
All creative and media plans were developed in-house through the Canwest Creative Agency and Media Strategy teams.
From creator Ryan Murphy (Nip/Tuck), Glee is an award-winning musical comedy that depicts Will Schuester’s (Matthew Morrison) efforts to save McKinley High’s Glee Club from cheerleading coach Sue Sylvester (Jane Lynch). Chalk full of musical numbers, underdog characters and biting comedy, Glee is a runaway pop-culture hit. Glee returns to Global on Tuesday, April 13th – 9:25pm ET/PT (all subsequent episodes to air Tuesdays – 9pm ET/PT) with all-new episodes featuring an amazing line-up of songs and special guest stars.
Global Television is a Canwest Broadcasting network.
