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History conducts Curse of Oak Island campaign
By Adnews Staff
Shaw Media of Toronto has begun a national campaign promoting the upcoming season of its television series The Curse of Oak Island, which airs on the History specialty channel. The campaign is aimed primarily at existing viewers of the show who are adults between the ages of 25 and 54. The effort began with 15-second teaser commercials last month, followed by a 30 second commercial. Additional elements include online video pre-roll ads, web banners and mobile ads, as well as radio ads in Toronto, Vancouver, Calgary, Edmonton and Halifax. The creative uses the tagline, "It's time to dig."
The campaign also features an out-of-home execution in the form of a floor decal designed to resemble the pit that appears in the show. This element will run at three high-traffic locations in Toronto for three weeks. This ad is intended to reach a wider audience less familiar with the show.
The initiative also makes use of a 13-week contest component called "Clues to the Curse, which will begin later this week. During each episode of the program, a word will appear on the screen. Viewers who submit this word via the History Facebook page will be entered into a draw for a weekly prize of $500. The weekly winners will also be entered into a draw for a grand prize of $5,000. The contest is being supported with on-air exposure and social media activities.