After the impressive January 25th sneak preview, in which over 1.8 million viewers (2+, National confirmed numbers according to BBM Canada PPM Data, January 25/12) were absolutely captivated by Touch, Global is ready to officially launch the program’s first season Thursday, March 22 – 9pm ET/PT. Playing up the universal appeal of the much anticipated show, Global will execute an integrated and impactful media plan that will build on the buzz created by the January sneak preview, and capitalize on the return of Kiefer Sutherland to primetime television.
Touch tells the story of a mute young boy who has a unique ability to predict events. At the center of this compelling drama is Martin Bohm (Kiefer Sutherland), a widower and single father, haunted by an inability to connect to his son, Jake. Everything changes when Martin and special child psychologistArthur DeWitt (Danny Glover) discover that Jake possesses the ability to see things that no one else can.
The extensive cross-country campaign will include a strong presence in key markets featuring signature billboards and digital boards in high traffic areas. That will be complemented with an aggressive radio buy, large print ads in major newspapers and online ads targeting several entertainment sites. Interactive Program Guide ads will also be placed with numerous cable networks to capture viewers as they are making their last minute viewing decisions.
One of the highlights of Global’s marketing initiative for Touch mirrors the drama’s compelling story lines in which people have an impact on complete strangers.
During the week of March 12th, Global will distribute cell phones in major cities across the country, each “wrapped” with instructions for whoever discovers the phone. They’ll be encouraged to take a picture of something or someone that touched their life that day and instructed to text the image to a preset number. Then they’ll be asked to pass the phone along to a friend, family member or a complete stranger to do the same thing. For each new image uploaded by a different individual, 10 cents will be donated to Make-A-Wish® Canada.
Anyone can share in the experience by going to GlobalTV.com. While there, they can browse the photo gallery of images, contribute touching stories, upload their own photos, share a link to Facebook orTwitter using the hashtag # globalTOUCH, and watch exclusive behind-the-scenes clips and promos for the show.
“We wanted to create a marketing initiative that was as cool and as compelling as the show itself,” said Jason Keown, Senior Director of Marketing, Global Entertainment. “Our ‘phone skipping’ idea expands our campaign by engaging the public in a truly unique and unforgettable way.”
Keown added that each phone will be pre-loaded with images, clips and behind-the-scenes footage from Touch. “And even if you don’t come into contact with one of our phones, people can send us images using their own cell phones to help support Make-A-Wish Canada.”
The campaign was developed in-house by the Shaw Media Marketing team.