Yellow Pages Group conducts pop-up campaign with Shaw Media
By Adnews Staff
Yellow Pages Group is conducting a campaign on Shaw Media specialty television channels HGTV Canada and Food Network Canada. The campaign features pop-up boxes that overlay marketing messages onto episodes of eight television programs. The boxes cover the bottom third of the screen and encourage viewers to use the Yellow Pages mobile application in a way that is relevant to the current action of the show. In one execution, an episode of Diners, Drive-ins and Dives featuring chicken wings triggers a pop-up encouraging viewers to use the application to find a local place to order wings. Each 30-minute show contains one pop-up, while 60-minute shows contain up to two. The other shows used in the promotion include Holmes Inspection, Holmes on Holmes, Best of Holmes, Reno Raiders, Disaster Decks, Chopped and You Gotta Eat Here. The campaign, developed by Leo Burnett and Starcom Media, will run until mid-September. "The approach may seem simple but it's quite inventive with a lot of behind the scenes expertise," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "How many times have we been watching a show that triggers a desire for a specific product or service? With this campaign, we start playing an active role by increasing intent and shortening path to purchase. We look forward to developing this strategy further and bringing deeper metrics and reporting to the process."