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Enter Symbol
or Name
USA
CA



BCE Inc (2)
Symbol BCE
Shares Issued 778,126,130
Close 2014-07-17 C$ 48.81
Market Cap C$ 37,980,336,405
Recent Sedar Documents

Globe says Molson, BCE's Bell Media ad stunts backfire

2014-07-18 05:55 ET - In the News

See In the News (C-TPX) Molson Coors Canada Inc

The Globe and Mail reports in its Friday, July 18, edition that Canadian marketers are having a bad summer when it comes to orchestrating stunts. The Globe's Susan Krashinsky writes that last week, Molson Coors Canada apologized after a scavenger hunt promotion in Toronto for its Coors Light brand led to a call to authorities about a suspicious package. The call resulted in rerouted streetcars and commuter delays. Molson said it had worked with authorities before the campaign to avoid this kind of alarm. This week, another marketer also rose public alarm. BCE's Bell Media had a misstep with an ill-fated prank video about a shark sighting in Lake Ontario. The video was actually part of a promotion for Discovery Canada's "Shark Week" programming and its sponsor, Nissan. According to Bell Media, during Shark Week a Nissan-sponsored series intended to ask, "Could sharks surface in the Great Lakes?" The network said it did not expect people to take the video seriously. However, those who were fooled are among those who feel that the now all-too-common trend of prank advertising has jumped the shark.

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