Canada is a relatively unique market when it comes to branded content. Most branded content initiatives created in Canada for the Canadian market involve advertisers sharing voice with content producers. Canada is not a market that has seen a deluge of 100% advertiser-funded branded entertainment. Independent content producers in Canada rely heavily on tax credits from the federal and provincial governments to fund productions. Because advertising and promotional works are ineligible for these tax credits, producers risk losing their credits if the Canadian Audio-Visual Certification Office (CAVCO) deems a piece of content to feature promotional (ie. advertiser-funded) messaging too prominently. With this unique context in mind, subtlety is key.

Leading up to the event, we built awareness through a contest that ran across multiple platforms, including TV and online. During the broadcast, we integrated 5 Gum brand messaging through several media-first executions. For instance, we ran giveaways of $5,000 for both the studio audience and viewers at home. We incorporated branded ‘keys’ that appeared on an enhanced screen throughout the broadcast. We secured exclusive dominance of the commercial breaks, with only 5 Gum commercials airing. We also ran live billboards featuring on air personalities announcing the launch of React 2, unifying the brand sponsorship and product integration.

The campaign was an undeniable success. The launch of React 2 was top of mind among our target demo, with an unprecedented share of voice of over 34% on broadcast and 50% on digital. Contest entries significantly surpassed expectations, with 76% more entrants than initially anticipated. The one-time only revival of Electric Circus attracted over a quarter of a million viewers, making it the number one show among all non-sports programming on New Year's Eve in Canada. With Electric Circus trending number one on Twitter, 5 Gum was able to launch React 2 by transforming home parties into nightclubs across Canada.