Advil targets campuses with Gossip Girl promo

Advil and MuchMusic have teamed up with Newad for a high-tech campaign on campuses across Canada. The campaign uses Newad’s near-field communication (NFC) capabilities and centres around a contest to promote Gossip Girl, which airs on MuchMusic. Using NFC-enabled smartphones, students can interact with the ads for a chance to win a trip to New […]

Advil and MuchMusic have teamed up with Newad for a high-tech campaign on campuses across Canada.

The campaign uses Newad’s near-field communication (NFC) capabilities and centres around a contest to promote Gossip Girl, which airs on MuchMusic.

Using NFC-enabled smartphones, students can interact with the ads for a chance to win a trip to New York and Los Angeles, or one of 10 weekly prizes. They can also receive discount coupons for Advil and participate in live chats on a mobile site.

“It’s as simple as enabling NFC and then tapping your phone [on the ad] where it says ‘tap here.’ Then you’re automatically directed to the URL that’s in the back end of the message,” said David Vance, Newad’s director of sales, indoor advertising, Central Canada.

The campaign takes Advil “to a new level of interacting with a younger demographic,” said Vance. “Most people think of Advil as headache relief for older people, but with students there’s a lot of stress on campus. Gossip Girl is about young urban adults [and there’s] a lot of drama and a lot of headaches associated with the series, so there’s a good relay there.”

The eight-week campaign is deployed in colleges and universities in Toronto, Edmonton, Calgary, Vancouver, Winnipeg, Regina, Charlottetown and Halifax.

Uncategorized Articles

The face of the Australian invasion

The hottest shop in Oz brings its overflowing trophy case to Toronto

The Best Names in Television

Four Bessie winners explain how to survive a career in television advertising

Branded Deluxe: The end of Asia’s logo-mania

‘Arrogant’ western brands may lose it all to a younger idea of luxury

Super Bowl ads less gender offensive, still lack minorities

Study uncovers industry's disparity in hiring practices in terms of race and gender

Editor’s Note: Our man in Austin

One intrepid reporter. A bottomless cup of coffee. Five days in an annual pilgrimage to the celebration of bright ideas in technology and business

Product of the Year 2015

Jury selected. Shopper approved. See the best new products available in stores

Brand Doctors: McDonald’s

McDonald's isn't having a great year. How much renovation does this brand need?

Getting Creative: Big data made beautiful

How Nike made 100,000 custom videos that kicked ass

Getting Creative: Ambitious baby wishes

There's more than the magic of childbirth behind Fisher-Price's new short film