New frontiers in advertising: Swiss Chalet buys an entire channel

Source: The Globe and Mail

It already has the fireplace channel with a loop of burning logs, and a sunset channel. But to really set the mood, Rogers Cable Inc. will soon be offering a bit of poultry in motion.

Forget 24-hour news or sports: starting Feb. 28, it will be all chicken, all the time on channel 208 for Rogers digital subscribers in Ontario. At launch, the Rotisserie Channel will feature non-stop footage of glistening chickens turning on a spit.

It’s part of a Swiss Chalet marketing initiative that takes product placement to extremes. The campaign also includes TV and online ads that will tie in with the channel, and a promotion for it on Rogers’ default guide channel, which appears when subscribers turn on their sets.

... While the Rotisserie Channel will be mostly brand-free – Mr. Moreno says many viewers already associate rotisserie with Swiss Chalet without prompting – it will occasionally broadcast a link to the restaurant company’s website, along with a promotional code for discounts when ordering online.

Read more: http://www.theglobeandmail.com/report-on-business/rogers-new-ambient-tv-rotisserie-chicken/article1916539/