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'Smober Up,' a 10-part reality program on YouTube, follows eight Canadians looking to kick the habit
WHILE THE pharmaceutical industry wades cautiously into digital marketing Johnson & Johnson's Nicorette is taking a deep dive with an unusual 10-part webisode reality series that follows eight Canadians trying to kick the habit. The "Smober Up" series is to anti-smoking what NBC's "The Biggest Loser" is to anti-obesity efforts and was produced by the Toronto office of content and integrated production agency Evidently.
"Everyone knows someone who has smoked or wanted to quit," said Evidently VP-Head of Planning Marisa May Caple, who noted that this is less about a brand point of view - Nicorette is by far the market leader in Canada, where the reality series is taking place-and more of "a story about choices."
The program also uses social media with an interactive community on Facebook and Twitter, along with the webisodes that premiered on a dedicated YouTube channel (youtube. com/smoberup) this month. They document everything from each smoker's...