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Showcase breaks Pure Pwnage campaign

Specialty television channel Showcase has begun a new national marketing campaign in support of a new series called Pure Pwnage. The series, which will debut on March 12, follows the lives of characters from the video game and online cultures. The four-week campaign includes print, out-of-home, online advertising in Toronto, Calgary and Vancouver. Digital displays in the washrooms of restaurants and bars will display 15-second video ads incorporating a code that can be scanned with a compatible mobile phone. The code will then direct consumers to more information at the PurePwnage.com website. Street posters displaying the code will also be used in Toronto. Online ads will run on music, entertainment, gaming and technology websites, accompanied by exposure on Facebook and Twitter. Video game advertising will also be used, provided by an association with Xbox Canada. Ads will be displayed to gamers through the Xbox Live online service. Ads will appear in the service's login and lobby areas, as well as within various games. This phase of the campaign also includes a contest component, the winner of which will play online hockey against Jarett Cale, the lead actor of the series. The campaign was developed in-house by Canwest. Media buying was also handled in-house.

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