Nintendo signs product placement deal with CanWest
By Adnews Staff
Video game company Nintendo of Canada has signed an agreement with CanWest MediaWorks to conduct a product placement campaign within the upcoming Global Television game show "Are You Smarter Than A Canadian 5th Grader?" The agreement also involves the participation of Starcom, Insight Productions and Mark Burnett Productions. Nintendo will use the campaign to promote a game called "Big Brain Academy: Wii Degree." The game will be the presenting sponsor of the show's casting events for children, where participants will use the game as a warm-up for their auditions. The product will also be integrated into the program broadcasts."Our goal was to find and build on the perfect opportunity for Nintendo to reach its key demographic to encourage and guide families in the quest to exercise their brains," said Shauna Chan, strategy director at Starcom. "We saw 'Are You Smarter Than A Canadian 5th Grader?' as a natural fit with 'Big Brain Academy: Wii Degree' and all it's potential to reach families in that crucial learning and interactive setting."The show will debut in the fall.