Discovery shifts into overdrive today with the premiere ofLAST CAR STANDING, a new high-stakes, high-impact series where clunkers and wrecks on wheels are the unlikely “stars.” PremieringTONIGHT– Monday, April 22 – at 10 p.m. ET/PT, the eight-part series pits the proud owners of lousy cars against each other in a series of escalating driving challenges. Hosted by Christian Potenza (6TEEN, SIDEKICK, TOTAL DRAMA), each episode of LAST CAR STANDING features five drivers – each trapped in a love-hate relationship with an embarrassing clunker – who put it all on the line through four brutal rounds of competition until only one last car is standing. Why? For the chance to restore their ride to its original glory! And one lucky viewer will get the chance to overhaul their own car – or anything else in desperate need of repair – when they win a briefcase packed with $10,000 in Canadian Tire “Money” ® as LAST CAR STANDING and Canadian Tire launch an online photo contest atLastCarStandingContest.ca, starting today.
Produced for Discovery by Toronto’s Proper Television, LAST CAR STANDING – by virtue of the rundown “stars” of the series – presented a unique opportunity for just the right kind of integrated sponsorship. Canadian Tire, synonymous with car maintenance and repair, was the perfect fit. The in-show sponsorship includes a Canadian Tire-branded tow truck driven by “uniformed” Canadian Tire personnel, and vintage Canadian Tire signage in strategic locations on set, organically woven into the look and story of the series.
Outside the episodes themselves, Canadian Tire support for LAST CAR STANDING includes a high-profile back-page ad in Canadian Tire’s weekly flyer, with distribution to more than 11 million Canadians. The ad will run in the flyer three times during the eight-week broadcast of the series. In store, a promo loop for the series will run on monitors at the Automotive counters. The most extraordinary component of their sponsorship, of course, is the photo contest.
Starting TODAY, one lucky viewer will have the opportunity to enter into the contest for a chance to fix up their own wheels – or anything else in desperate need – with $10,000 in Canadian Tire “Money”®. LAST CAR STANDING and Canadian Tire have launched the online photo contest at LastCarStandingContest.ca. Starting now, viewers can upload photos of their own cars to enter the contest for a chance at the Grand Prize: a briefcase containing $10,000 in Canadian Tire “Money”®. Nine secondary prizes – gift packs containing car care products – will be randomly drawn and awarded weekly.
The launch of LAST CAR STANDING is boosted by marketing support, with extensive cross-promotion across Bell Media’s on-air, online, and radio properties. External paid advertising on digital and social media platforms include ad campaigns on Facebook, Twitter, YouTube, and Google.
Viewer engagement extends through the Discovery Social Screen and on mobile via the Discovery App; and beginning tonight, viewers can drive the LAST CAR STANDING conversation with host Christian Potenza during LIVE chats on Twitter (@LastCarStanding) during each Monday’s 10 p.m. ET broadcast (hashtag #LastCar). At Discovery.ca, viewers can watch full episodes and video extras, listen to host commentary, view behind-the-scenes content, explore photo galleries, and find series and episode descriptions.
