YTV PREPARES PROMOTIONS FOR CRANTASTIC COCKTAILS, JIMMY NEUTRON
By Adnews Staff
Ocean Spray, its media agency Genesis Media and youth specialty channel YTV have teamed up to promote the juice company's new children's drink Crantastic Cocktails. From Dec. 10 to Jan. 6, the station will air a 60-second spot advising viewers to watch for the "Crantastic Flavour Wave" during upcoming holiday specials. During this programming, variously-coloured waves will occasionally appear on the screen. Viewers who see this can visit <http://www.ytv.com> to identify the flavour of the wave in order to enter a contest. The grand prize is a trip for four to Atlantis, Paradise Island in the Bahamas. Contestants who submit a UPC from a large bottle or pack of Crantastic Cocktails will receive an extra entry. The contest will also be promoted with five-second and 10-second billboard spots around holiday programs sponsored by Ocean Spray and special product packaging. In addition, Corus Entertainment's child-targeted commercial production firm, Pester Productions Inc., has created a 30-second animated commercial for the product aimed at children and mothers. In it, a child gets hit with a "tidal wave of great taste" when he opens a refrigerator. This ad will appear on YTV and Discovery Kids, both owned by Corus. "For Ocean Spray's entry into the kids' segment we wanted to identify an opportunity that would reach both parents and children," said Ocean Spray marketing director Cheryl Radisa. "YTV has created an attention-getting awareness campaign, highlighting the product benefits to our target audience."
In a related story, YTV is also preparing a promotion for Paramount Pictures' upcoming film Jimmy Neutron: Boy Genius, in partnership with Famous Players Theatres and RadioShack Canada. The co-promotion involves on-air spots, programming support and Internet materials. The station has already begun airing 12 two-minute animated shorts based on the movie. This part of the campaign will continue until mid-January. For four weeks beginning Nov. 28, the movie will also be supported with mentions on YTV program Hit List, cast interviews on The Zone and a making-of program. Two versions of a 30-second commercial and a five-second billboard accompanying the shorts have been created in-house. The shorts will also run on Discovery Kids. In addition, YTV's web site is hosting five animated games, a movie trailer, music downloads and other information on the picture. Visitors to the site can also enter a contest to win a trip to meet musician Aaron Carter, who performs on the movie's soundtrack.