Integrated Media Campaign
Billy has gotten lost in the city. Find Billy and win.
To get clues to where Billy is you need to earn points:
You can earn points by creating a profile online at thebuzz.ca, by making your own bee character, playing the online buzzword game, buying Billy Bee products and on spill sticks at your local cafe.
Posters will be located in TTC bus shelters around the city. The sound of bees buzzing will be motion activated being followed up by the presence of the poster.
As part of the Find Billy contest stir sticks will be placed in coffee shops all over the city. They have a code that can be entered on the website to gain clues as to where Billy is located.
Find and record things in the city of good deeds, people or other things that may usually go unnoticed, just as honey as a sweetner has remained a sweet secret.
Using youtube, videos will be embedded on thebuzz.ca on the buzzworthy video blog.
The coffee sleeve will draw attention with the bright yellow and black stripes. The bottom of the cups will have various messages in regards to the campaign. Starting with "find out what the buzz is all about", so when someone is drinking their coffee/tea the other person will see the message and become intrigued.
The live mobile billboard truck provides the opportunity to leverage performance, props, sound, video, and special effects as part of mobile outdoor advertising campaigns.
The truck will be a full outdoor poster on one side, and on the other will be an encasement with a man and his beard of bees, which will drive around downtown, to drive consumers to find out what the buzz is all about.
What is the buzz all about?
The previous integrated campaign all leads essentially to a website wherein the consumers interact with the campaign on a more personal level.
The website talks about how honey is a fat-free alternative to sweetners. It also informs about the different and unthought of ways that one can use honey as a replacement for sugar or sweetners.
The website also acts as a link between the other various parts of the campaign including the Find Billy contest, and the buzzworthy video blog (vlog).
