Corner Gas
Fueling fan engagement with a high-octane dual-market ecommerce experience
Case Study
Corner Gas: From Small Town to International E-commerce Success
Corner Gas, Canada's beloved comedy series, needed online stores that could match the charm and humor of the show while catering separately to Canadian and US markets. Our team was tasked with creating two distinct ecommerce platforms that would sell merchandise locally, enhance fan engagement, and extend the Corner Gas experience beyond the screen in each country.
Background
Corner Gas, set in the fictional town of Dog River, Saskatchewan, has been a cultural phenomenon in Canada since its debut in 2004. The show's popularity led to the creation of an animated series, which caught the attention of Amazon-backed IMDb TV (now known as Amazon Freevee). In a significant move, IMDb TV acquired the US streaming rights for the Corner Gas animated show, opening up a vast new market for the brand.
This streaming deal presented a unique opportunity to expand the Corner Gas merchandise market into the United States. With a growing fanbase in both Canada and the US, the show needed a strategic approach to create themed ecommerce experiences that would resonate with fans and drive merchandise sales across both markets, while capitalizing on the increased visibility from the streaming platform.
The Challenge
The Corner Gas team faced several challenges in bringing their brand online for two distinct markets:
Separate Local Markets
Creating distinct experiences for Canadian and US customers with local fulfillment
Brand Consistency
Maintaining the show's unique humor and small-town charm across both platforms
Localized User Experience
Designing intuitive interfaces catering to the nuances of each market
Print on Demand and New Product Creation
Implementing a flexible production system and developing market-specific merchandise
Capitalizing on Streaming Exposure
Leveraging the IMDb TV streaming deal to boost US merchandise sales and brand awareness
Our Solution
We developed comprehensive e-commerce solutions tailored to Corner Gas's unique brand and fanbase in both Canada and the US:
Dual Shopify Stores
Developed separate Shopify stores for Canadian and US markets, each with localized content, pricing, and shipping options.
Market-Specific Product Catalogs
Curated product selections tailored to each market, including exclusive items that resonate with local fans.
Localized User Experiences
Customized site layouts, language, and promotions to match the preferences and expectations of Canadian and US customers.
Print on Demand Integration
Implemented a print on demand system to efficiently produce and deliver merchandise in both markets, reducing inventory risks.
Streaming-Aligned Marketing
Developed marketing strategies aligned with the IMDb TV (Amazon Freevee) streaming schedule to maximize visibility and drive traffic to the US online store.
Multi-Currency Payment Systems
Integrated secure payment options supporting CAD and USD, with automatic currency conversion for cross-border purchases.
Market-Specific Product Creation
Developed unique product lines tailored to each market, incorporating local humor and references to resonate with fans.
Impressive Results
200%
Increase in Overall Online Sales
150%
Increase in US Customer Acquisition
25%
Increase in Average Order Value
Virginia Thompson
Executive Producer, Corner Gas
"Our fans in Canada and the US are loving their local shops, and so are we. Who knew you could sell so many Ruby Cafe mugs in two countries without crossing the border?"