Vuguru producing web content for Rogers Media
'Prom Queen,' 'The Booth' feted in Nissan Canada campaign
TORONTO – Michael Eisner's Vuguru studio has produced a raft of serialized web video content for domestic broadcaster Rogers Media and its new Canadian product integration campaign for car maker Nissan Canada.
The "Shorts in the City" programming will see online video content from the Los Angeles-based Vuguru studio integrate Nissan Canada branding and cars into video content to reach Canadians across a range of screens and digital platforms.
The Vuguru shows to feature as part of the campaign include "Prom Queen 3: The Homecoming" and "The Booth."
Rogers is touting the Nissan Canada campaign as the largest-ever release of web video in Canada.
The digital video integrating Nissan Canada product will go out first on the web and mobile, before some titles migrate to Rogers Media's Citytv TV stations and the Rogers On Demand VOD platform.
The video content will also be distributed via Rogers' stable of magazine websites, a dedicated iPhone application for its mobile subscribers, and on a new iPad application.
Toronto-based Rogers Media, a division of mobile and cable giant Rogers Communications, last year took a minority stake in Eisner's web video studio Vuguru in return for controlling Canadian rights to its web-based content.
Rogers tied up with Vuguru and its web-based series for the benefit of its Canadian customers and advertisers across a range of platforms, including broadband web, mobile and cable VOD.
The Nissan Canada campaign comes as Canadian broadcasters increasingly turn to product integration and placement to secure new revenue streams.
Rival broadcaster CTV earlier this month unveiled a product integration campaign for domestic bank TD Canada Trust that includes camera access to Los Angeles soundstages for on-set interviews with Hollywood creative types.
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