Oz

Originally Posted by Marketing Mag Mirvish Productions has determined there’s no place like phones to promote its latest production. The Toronto theatre company has partnered with street-level advertising firm Grassroots Advertising on a local campaign for The Wizard of Oz that uses out-of-home posters equipped with near field communication (NFC) and QR code capabilities. The 24-inch by 36-inch “Smartposters” are a new addition to Grassroots’ one-year-old Street Frames line, which features more than 1,000 exterior advertising faces – typically situated at convenience store entrances – in the downtown core of major markets including Toronto, Vancouver, Montreal and Calgary. The posters…

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6 Feb 2013
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Mirvish conjures up smartposter campaign for Wizard of Oz

Originally posted by Media in Canada With Dorothy, Toto and the gang back on stage at Toronto’s Ed Mirvish Theatre for the latest production of The Wizard of Oz, Mirvish Productions is supporting the musical with a broad campaign that includes Grassroots Advertising’s network of NFC and QR code-enabled smartposters. When tapped or scanned with a smartphone, the posters bring consumers to a mobile website, which features a YouTube clip, showtime information and the ability to buy tickets. Targeting women aged 35 to 55 as well as families with kids ages eight and older, the smartposters, which are located at convenience stores across the GTA, are part of a larger campaign that includes TV spots on CTV, CBC and City, radio ads on CHFI and Boom 97.3, and traditional billboards. The media buy was handled in-house by the Mirvish Productions team, which also designed the creative in tandem with Toronto-based Cosmic Design. John Karastamatis, director of communications, Mirvish Productions, tells…

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