Bell Media announced that it will kick off a massive promotional campaign for its premium subscription on-demand video streaming service, CraveTVTM, with an attempt to break the Guinness World Records® mark for the Longest Marathon Watching TV. Beginning Monday, Dec. 8 at 1 p.m. ET, six TV buffs, or “Cravers,” will move into a highly visible, fully-functional living space outside of Bell Media’s 299 Queen Street West headquarters in Toronto, where they will attempt to watch CraveTV programs for 91 consecutive hours. Earlier today, Bell Media confirmed its premium TV streaming service, CraveTV, will be available for $4/month when it launches next Thursday, Dec. 11.
Official rules are set by Guinness World Records and an official adjudicator will be present if the record is broken on Friday, Dec. 12 at 8 a.m. ET, but the Cravers will continue until 9 a.m. to reach 91 hours. The current Guinness World Records record-title for longest marathon-watching television is 90 hours and was achieved by Erik Pettersson in Stockholm, Sweden, earlier this year.
CraveTV Marketing Campaign
With the tagline “All You Can Watch,” Bell Media will support the CraveTV launch with an extensive TV, radio, digital, and outdoor campaign that will include more than 20 unique creative executions, with a plan to ramp up with more over the coming months. All Bell Media-owned English TV, radio, and digital properties will be fully leveraged at launch. A combination of 30-second brand spots and 15-second show-specific spots, as well as in-show snipes, will be used on Bell Media TV channels. The outdoor focus will include Astral Out-of-Home’s Toronto transit shelters, as well as additional outdoor executions in Vancouver.
CraveTV.ca will be supported by an extensive SEM campaign encouraging consumers to browse through the content titles available on the website. The digital campaign includes a combination of pre-roll and banner ads featured on Youtube and ad networks utilizing re-marketing strategies, as well as dynamic creative focusing on genre-based videos.
Activating the hashtag #AllYouCanWatch, social media accounts will be launched on Twitter (@CraveTVCanada) and Facebook (CraveTVCanada) to engage consumers with the brand and share exciting news about new programming additions.
Guinness World Record Attempt
The world record attempt begins on Monday, Dec. 8 at 1 p.m. ET with the official activation of the Guinness World Records clock during a kick-off event hosted by TSN’s Cabral ‘Cabbie’ Richards in the parking lot of Bell Media’s Toronto headquarters. Upon a successful completion of the 91-hour CraveTV Marathon, a Guinness World Records Adjudicator will present the winner or winners(!) with a Guinness World Records certificate and a cheque for $5,000.
During the attempt, the Cravers will watch some of CraveTV’s most popular programs (see list below). Participants are permitted a five-minute break for every full hour of marathon-watching completed. They can then save these breaks and use them back-to-back at any point. Meals, treats, and health incentives will be provided.
From December 8-12, fans can check out the CraveTV Guinness World Records attempt in person in the parking lot at 299 Queen Street West, or view the livestream by visiting CraveTV.ca
