CAPITAL C CONDUCTS BOURNE SUPREMACY CAMPAIGN
By Adnews Staff
Toronto-based Capital C conducted a campaign this month to promote the DVD release of the film "The Bourne Supremacy" by Universal Studios Home Entertainment. The campaign, which was aimed at DVD reviewers and entertainment journalists, began with four teaser items: a postcard from Goa, India purporting to be from the character Jason Bourne, a fax and an email warning recipients to be on the lookout for Bourne, and a physical dossier of information about the movie marked "Top Secret." The agency also ran a national consumer text messaging contest in the form of a "Bourne Supremacy Trivia Game," the winners of which received a copy of the DVD. The contest was promoted with television crawlers, newspaper ads and online materials. The contest was developed and executed by P2P Proximity Marketing in Montreal. The creative was produced by Capital C Interactive. The media plan was handled by MPG|maxxmedia. The campaign concluded with $5000 giveaways in Toronto, Montreal and Vancouver on Tuesday. Radio listeners were directed to go to a major intersection in each city where Bourne had crashed a stolen car while attempting to retrieve the money. The first 100 people at each site received a key to a locker containing the prize. The person holding the key that opened the locker won the money. Radio stations Jack FM in Toronto and Vancouver and énergie in Montreal participated in the initiative.