New integrated campaign breaks the fourth wall with spots that speak directly to viewers by “disrupting” programming on Blue Ant Media TV channels and digital platforms
To see a Merrell “Take a Hike” spot, click here: http://bit.ly/2pxsHFy
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Toronto, ON (April 27, 2017) – To encourage Canadians to get outdoors and go hiking, Blue Ant Media Solutions has created a custom, integrated campaign for outdoor and hiking-apparel company Merrell that interrupts broadcast programming on Cottage Life, T+E and Love Nature and tells viewers to “Take a Hike!”
Created to align with Merrell’s current Take a Hike tagline, Blue Ant Media Solutions developed a series of spots that pose as playful disruptions across three of its television channels, Cottage Life, T+E and Love Nature. The spots feature a hiker in Merrell gear who puts a pause on programming to tell viewers to turn off what they are watching and get outside with proper footwear. Each tailored spot incorporates footage from the channel’s programs to give the sense that the Merrell hiker has actually interrupted the on-air broadcast. The disruptive videos also appear on the brands’ YouTube and Facebook platforms, where brand ambassadors disrupt DIY videos with clips tailored to the videos.
“The tongue-in-cheek premise that Merrell hikers are literally breaking into a series or video is a truly customized message that speaks to our engaged audiences on Cottage Life, T+E and Love Nature, who love the outdoors,” said Mitch Dent, SVP, Blue Ant Media Solutions. “The Merrell campaign is a great example of the kind of creative and unexpected, integrated, multi-platform campaign that our team specializes in.”
Blue Ant Media worked with with Merrell’s media agency, Innocean, to develop the spots, which rolled out across linear TV and digital channels on March 20, 2017 and will be in market until the end of April. The spots are complemented by online billboards and lower third promotional on-air advertising. Additionally, Blue Ant Media Solutions created a french-language version that includes a 15-second broadcast spot. In just over four weeks, the campaign has garnered 1.6 million impressions and more than 560,000 video views via social media.
Blue Ant Media Solutions partners with brands to create compelling, content-driven programs distributed across broadcast, digital, print, social media, OTT and experiential platforms. The award-winning division also offers clients seamless integration with Blue Ant Media’s roster of passion brands, including Cottage Life, Makeful and T+E. blueantmedia.ca/media-solutions
Blue Ant Media is a privately held, international media company that creates and distributes content worldwide across streaming video, linear television, digital, magazines and live events. Global brands include Love Nature, an international linear and SVOD offering with the world’s largest library of 4K wildlife and nature content; and Makeful and Arcade Cloud by Omnia Media, a leading digital video network focused on gaming and maker lifestyles. The company’s broadcasting business offers a robust portfolio of Canadian and New Zealand-based media brands. Content distribution, lead by Blue Ant International, offers a catalogue of 2,300+ hours of premium, unscripted content worldwide, which includes the largest 4K natural history library on the market. Blue Ant Media is headquartered in Toronto (Canada), with offices located in Los Angeles (US), London (UK) and Auckland (NZ). blueantmedia.ca