Adam, an uptight Toronto lawyer, goes back to his hometown of Fernie and tries to save his friend's business. It's a Western Canadian adventure, with Sasq si...
|Scooped by Chelsea Kerr|
This clip shows a preview of Labatt’s feature length film, “The Movie Out Here” based on the Kokanee brand. This 90 minute feature length movie, which is now playing in select theatres across Western Canada, features a group of friends reuniting in the ski town of Fernie, with cameos by typical Kokanee brand characters such as the Glacier Girls and Sasquatch. In using this form of public relations, specifically branded content, Labatt has become the publisher, providing entertainment to the audience and thus moving beyond simple product placement. The Kokanee brand has been successfully weaved into the storyline of the film, while remaining noticeable to the audience. Specifically, Labatt uses affective tactics in the film to create emotions of brotherhood and friendship, while matching these positive emotions with the brand. The movie aims to increase the brand likeability and recall, ensuring Kokanee is in the evoked set of consumers’ minds.
Chelsea Kerr, 0630-2911, COMM 335-001, Campaign, Public Relations, Branded Content, Affective Tactics