Unilever prepares Wig Out Weekend on MuchMusic
By Adnews Staff
Unilever will conduct an on-air promotion for its Sunsilk line of hair care products on specialty station MuchMusic on May 12 and 13. During the promotion, called the “Wig Out Weekend,” the station’s regular commercial breaks will be replaced with 24 vignettes totaling approximately 100 minutes. The vignettes will feature comedian Trevor Boris examining a variety of hair-related problems. The vignettes will air during two blocks of programming that will also focus on hair problems. MuchMusic has also invited viewers to submit video footage of their own hair problems. Visitors to the MuchMusic.com website will vote on the videos. The winner will receive $10,000. Additional support includes on-air promotional ads and sponsored billboards. “Sunsilk wanted an innovative way to reach their consumers,” said Susan Arthur, marketing director at CHUM Television. “The Much audience is a perfect fit for Sunsilk so we came up with a really fun way to keep them engaged and entertained while the brand is incorporated on screen throughout eight hours of seamless programming.” The promotion was developed in association with Capital C, PHD and Unilever.