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Alliance Atlantis promotes

Alliance Atlantis Communications has begun a month-long street campaign in Toronto to promote the launch of a new website called The site consists of user-generated video content. During the promotion, a branded Hummer will travel the city acting as a mobile video unit. The staff will offer to shoot video interviews of attendants at Canadian Music Week events, Toronto Maple Leafs and Raptors games, concerts, nightclubs, movie theatres and other venues. These clips will then be uploaded to the site. The street program was developed by Segal Communications of Toronto. “The street level component of the campaign provides a prime example of how the live experience can play a central role in the promotion of an online property,” said Michael Scissons of Segal. “It is exciting to bring the brand to life offline and give consumers an opportunity to interact with the property in a new way.” The campaign also includes a sponsored story at and online ads on Yahoo 360. A larger national marketing campaign for the site will begin in April, consisting of street posters, posters in restaurants and bars, and wall murals.

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