Over the years we helped The Weather Network become one of Canada’s best known and loved media brands. Meanwhile, the competition grew more local, even personal, with hundreds of weather apps available. Even more of a threat, Corus Entertainment applied to launch local TV stations, featuring local weather across Canada.
So we launched a series of seasonal commercials with local endings for each city across Canada in a targeted cable TV buy. To amplify and socialize the campaign, we developed a first of its kind, online video editing app called, ‘My Weather Ad.’ The app allowed users to customize the commercials to include their own video ending. Based on voting, the top ranked videos ran nationally on The Weather Network. During a 60-day period, over 800 videos were created with half a million online views. Audience, including mobile and desktop app downloads, increased across all TWN platforms. Facebook fans increased from 14,000 to over 90,000. Most importantly, it eliminated the competitive threat. Corus Entertainment abandoned their local TV stations bid.
