Corus approached MPOSSIBLE Events with the mission of generating awareness and excitement for the premiere of the fifth season of Big Brother Canada. The show was known for having a particularly passionate and loyal fan base, and giving them something to talk about was important.
Diving into the world of the Big Brother Canada fan showcased not only a loud and loyal following, but one that actively engaged on social channels. Our strategy became turn the show’s fans into influencers by giving them something to experience and share. How would we do it? By playing up the “fans vs. favourites” theme of the season and giving the most hardcore fans a chance to be in one of the show’s most revered challenges.
Hundreds of fans braved the -18°C conditions to try a replication of Big Brother Canada season 1’s human curling – the Big Brother Bonspiel – in the middle of Toronto’s Yonge-Dundas Square. Corus was able to secure outdoor advertising in the square, creating a full takeover for two days in the centre of the city. The exciting activation brought other media to the scene to cover it, with Big Brother Canada Human Curling featured on ET Canada, The Star, 102.1 the Edge, The Morning Show, Media in Canada, Inside Pulse, and Global News.
