CBC promotes Run the Burbs
By Adnews Staff
CBC recently conducted a promotion for the second season of situation comedy Run the Burbs. Developed by Initiative Canada in collaboration with Eat It Up Media, the promotion made use of a branded bubble tea truck. The truck stopped at 10 popular winter locations in the Greater Toronto Area to raise awareness of the show, sometimes accompanied by members of its cast. The promotion also included social media activities.
“Bubble tea plays a huge cultural role in the series,” said Mike Cortiula, vice-president of client advice and management at Initiative. “Our goal was to celebrate the second season and drive awareness by tapping into unique moments with viewers. After a successful first season, viewers recognized the Bubble Bae tie-in to Run the Burbs and showed great excitement for the initiative. We couldn’t be more pleased with the turnout and we’re glad to partner with CBC to promote a second season of the show.”