CBC Announces the Heartland Social Game on Facebook

Toronto, September 15, 2011 – CBC, in partnership with OverInteractive Media Inc. (OMI), SEVEN24 Films, Dynamo Films, and the Bell New Media Fund, launches Heartland Ranch – a branded Facebook social game that lets fans run their own virtual horse ranch. The new game is available today at http://apps.facebook.com/heartlandranch/ .

Inspired by the popular CBC series Heartland – kicking off its 5th season on Sunday, September 18, 2011 – Heartland Ranch allows players to tend to injured horses and expand their operation with the main characters from the popular show.

Building on game mechanics found in contemporary Facebook games, Heartland Ranch also incorporates themes and characters from the series to deliver a rich, engaging offering for both social gamers and viewers alike.

J. Joly, the CEO of OMI explains, “We are very fortunate to have partners who understand the potential of social games in terms of not only building awareness, but also serving as a complimentary brand extension for the series.”

“The innovative and engaging nature of the Heartland Ranch game is sure to delight fans of the hit series while attracting new viewers to the site and the show,” says Tom Hastings, Creative Head of Drama, CBC.

“We’re thrilled with the opportunity to expand the Heartland experience beyond the borders of television screens.  Our audience is very passionate about the show and this game will give them an entirely new Heartland experience,” says Heartland Executive Producer Jordy Randall.

Throughout the season, Heartland episodes will feature unique codes within the broadcast that will unlock special offers in the game, from virtual items to coupons redeemable for real-world offers.

Special missions will be released the Monday following the broadcast with story elements from the most recently aired episode, allowing fans to enjoy a more connected Heartland experience.  This innovative concept is expected to create greater user retention between episodes along with fan chatter around the storyline itself.

Heartland Ranch is not only expected to attract loyal fans of the Gemini Award-winning series, but also fans of social games and horse-lovers spurred on by viral activity such as peer recommendation, invites and gifting.

About CBC/Radio-Canada

CBC/Radio-Canada is Canada’s national public broadcaster and one of its largest cultural institutions. The Corporation is a leader in reaching Canadians on new platforms and delivers a comprehensive range of radio, television, Internet, and satellite-based services. Deeply rooted in the regions, CBC/Radio-Canada is the only domestic broadcaster to offer diverse regional and cultural perspectives in English, French and eight Aboriginal languages, plus seven languages for international audiences. In 2011, CBC/Radio-Canada is celebrating 75 years of serving Canadians and being at the centre of the democratic, social and cultural life of Canada.

About OverInteractive Media Inc. (OMI): A Vancouver-based digital agency that specializes in developing social games, gamifying branded media, and building strategies for social TV. www.dimerocker.com

SEVEN24 Films is an independent film and television production company based in Calgary, Alberta. With work spanning two decades, managing partners Tom Cox and Jordy Randall have produced and co-produced dramatic features, mini-series, series, and television movies, garnering over one hundred industry awards and nominations.

Dynamo Films is a film and television production company based in Toronto, Ontario. Company president Michael Weinberg is currently the Executed Producer of the series Heartland.

 

LINKS

http://cbc.ca/heartland

http://apps.facebook.com/heartlandranch/

 

For further information or to arrange interviews, contact:

Erin Richards, Veritas Communications
richards@veritascanada.com / (416) 955-4592 (office) / (416) 416-627-5728 (cell)