While the list of successful content crossovers between the web and TV is a short, possibly non-existent one (Quarterlife, anyone?), Canwest is betting a new campaign will get web watchers to turn on the old boob tube for Pure Pwnage, an original series chronicling the life of a hardcore gamer, that premieres March 12 on Showcase.

The series began online in 2004, and boasts 18 original episodes over two seasons and an online viewership of three million. And it's primarily in the digital space where Canwest hopes to recruit an audience for the show's new cable-based incarnation.

The four-week campaign, with all creative and media buying done in-house launched Monday with on-air, out-of-home (which utilizes QR codes) and online media buys, including an Xbox partnership.

Xbox Canada will host a 15-second show promo on its Xbox Live Spotlight Channel as well as offer gamers a chance to play EA Sports' NHL 10 against the show's main character, Jeremy, on Xbox's Game with Fame consumer event on March 25.

"We looked at attracting three different audiences," said Jennifer Mason, senior brand manager at Showcase. "We knew we had the existing audience online so we wanted to make sure to leverage that by seeding the fact the series was coming to Showcase and fed them additional content to get them excited for the premiere.

"For the regular Showcase viewer, we didn't want to focus only on the gaming aspect, so we treated it like a fish-out-of-water comedy series that fans of Trailer Park Boys or Kenny vs Spenny might enjoy. Then there's the gaming audience who didn't already watch the show, we're using the partnership with Xbox to get in touch with those late-20s, early-30s gamers who have an appreciation for pop culture."

Mason said the Xbox partnership is a first for Canwest and Showcase, and that the new show is a perfect vehicle for this type of non-traditional promotion.

The online media buy will be spread across music, entertainment, gaming and technology websites, with a focus on gamer-centric sites, including a total re-skin of Heavy.com, as well as ads on AOL Canada and Gorilla Nation affiliate sites.

Out-of-home print creative in Toronto, Calgary and Vancouver will use Quick Response (QR) codes to allow consumers to hold up their mobile device to the print ads, scan the code and be directed to the 15-second promo on the show's website (link: PurePwnage.com/tv/promo), where additional information on the series, exclusive online games and mobisodes can be found.