We found an entirely new way to demonstrate innovative products: Canadian Tire actually became a Canadian homeowner. We bought a house and turned it into a medium in itself: it became the showcase for all our unique DIY products. Our house needed work, improvements, and upgrades. We filmed it all and launched a website showcasing each project and product. Without being limited to a 30 second format, visitors to the website could experience an entire houseful of learning and product profiles.The campaign consisted of multiple elements: Paid media included a banner campaign, MSN and YouTube takeovers, and a Facebook Housewarming Party. Owned media portion began with a Canadian Tire weekly flyer wrap announcing the House of Innovation and showcasing some of the key products that it contained. The Canadian Tire website and in-store advertising featured the House of Innovation.

For just $1.5 million (including the House) this initiative engaged viewers and generated made a significant impact:o99 product videos createdo550,000 people visited the site oAverage time spent: 5+ minutesoAn average of 2.7 page viewso60,000+ videos viewed on YouTubeoFacebook Housewarming Party: •62,000 unique visits•16,000 unique participants •20% CTR among participantsoMSN takeover:•14,476,393 impressions •0.09% CTR (78% above expectation)oYouTube takeover:• 8,812,314 impressions• 39,389,550 interactions • 3,504,303 anthem video views oInitial tracking showed 67% of visitors purchased a product in-store