L’Oréal moves from traditional ad approach in conjunction with Canadian Idol
News | 02/27/2004 5:00 am EST
L’Oréal thinks it has the answer to the degradation in value of traditional advertising in the face of personal video recorders, audience fragmentation, and alternative platform advertising such as SMS messaging. The Paris-based cosmetics company was able to extend its brand through a sponsorship deal with CTV Inc.’s hit reality TV show Canadian Idol that involves not only broadcasting the company’s ads during the show, but also embedding product information into the program, using related web sites, and holding a contest tie-in with Shopper’s Drug Mart.
This content is available to wirereport.ca subscribers
Already a subscriber? Sign in here
Unlock all the Canadian telecom, broadcasting and digital media news you need.
Take a free trial or subscribe to The Wire Report now.
Two weeks free access to thewirereport.ca and our exlusive newsletters.
Unlimited access to thewirereport.ca and our exlusive newsletters.