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MuchMusic, Pfizer conduct campus campaign

Specialty television channel MuchMusic has begun a national contest promotion in association with Pfizer brand Advil. The campaign, which promotes the series Gossip Girl, is aimed primarily at students. It makes use of campus advertising from Newad incorporating near field communication technology. The eight-week effort is running at colleges and universities in Toronto, Edmonton, Calgary, Vancouver, Regina, Winnipeg, Charlottetown and Halifax. Consumers can use an NFC-capable smartphone to interact with the ads, thereby entering a draw for a trip to New York and Los Angeles. Ten weekly prizes worth $500 will also be distributed. In addition, consumers can use their phones to receive Advil coupons and participate in online chats. The ads will also incorporate quick response codes for consumers with non-NFC phones. "This is a national campaign enabled over classic boards and big backlits," said David Vance, central Canada indoor advertising sales director at Newad.

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