Alliance Atlantis is rolling out a Hummer, a Facebook page, and some online ads in a bid to draw participation to its user-generated content site blogTV.ca, putting a branded Hummer on the streets of Toronto this month to give people the chance to broadcast their stories, opinions and talents. The live broadcast unit will hit up participants at Canadian Music Week activities, Toronto Maple Leafs and Raptors games, a swimwear fashion show, concerts and other events. Users of the site can watch the footage live and interact with the blogTV.ca team in realtime

The online strategy, handled by Digital Media Marketing, includes a sponsored story on the social networking site Facebook.com and ads at Yahoo! 360, leveraging the trust that audiences already have in those properties. Digital Media Marketing VP Heidi Fillmore notes the online strategy is aimed at drawing in users who ‘already have a propensity to ‘egocast’ themselves.’

An out-of-home marketing campaign supporting blogTV.ca will roll out beginning in April and will include wild postings, resto-bar boards and wall murals.

From Media in Canada