ONTARIO TOYOTA DEALERS BEGIN SPY GAME PROMOTION
By Adnews Staff
Toronto-based Gee, Jeffery & Partners has created an online promotion for the Ontario Toyota Dealers Association called CounterSpy. The Web-based game requires players to expose an imposter who has infiltrated Toyota dealerships around the province. Players of the game, located at <http://www.counterspy.ca>, will win weekly, monthly and grand prizes. The CounterSpy promotion began on Jan. 3, supported by a multimedia advertising campaign also created by Gee, Jeffery. Cards bearing the tagline "The game has begun" are being distributed in Cineplex Odeon theatres. A 15-second cinema commercial goes along with them. The ad shows a dancing drink and bag of popcorn which are interrupted by a CounterSpy message. Additional advertising support includes a five-second spot on Global, a double page spread in Inside Entertainment magazine, banner ads on <http://www.canada.com> and newspaper advertising. These elements also display the copy "The game has begun" along with the Web site address. The promotion will run until March 31. Toronto-based Dashboard also worked to develop the CounterSpy game.