The Movie Network conducts Get Hooked campaign
By Adnews Staff
Astral Media of Toronto has begun a campaign called "Get Hooked" in eastern Canada in support of its specialty channel The Movie Network. The campaign consists of television, radio, print, online and direct mail advertising, as well as social media activities and a contest. The campaign, which will run through the summer, is intended to raise awareness of the channel's services and programming, particularly HBO Canada. The creative depicts fans of the channel re-enacting scenes from various movies and television programs. "We have a loyal subscriber base of viewers who have a passion for movies and series and, at times, are fanatical about their favourite characters, movies and series," said Gail Rivett, vice-president of consumer marketing for the channel. "We decided to explore this concept by taking these fans who really embrace The Movie Network experience and turning them into spokespeople so they could tell potential subscribers about the service and why they need to 'Get Hooked' to The Movie Network." The campaign was developed in-house. The contest, which encourages viewers to upload videos to a website at <http://www.tmnsuperfan.ca>, was developed in association with 70 Main Street of Toronto.