I was out on the web, searching for articles how other companies are implementing innovative marketing plans, and I googled upon this article about Cartoon Networks /POGO. They are getting ready to launching several new show and the article discussed their innovative marketing plan they are implementing to insure a successful launch.
Naturally since we are talking cartoon shows, their main target audience is some Generation Y but mostly Generation Z. Their pre and post launch efforts are being supported by on air, off air, online and trade.
Their objective: Acquiring audiences that are not currently present watching their network and creating a massive pull for them through a series of major marketing activities and events, in essence their goal is to turn their new cartoon show, ‘Ben 10’ into phenomenon.
Something I had never heard of for a cartoon show, a Green Carpet premier.
Also planned are:
+ School contact programs to build character familiarisation and create hype around the show (200,000 kids across four cities).
+ Cinema branding and advertising tie-up is on the anvil (leading multiplex chain across 8-10 cities).
+ An interactive micro site for ‘Ben 10’ was launched on October 10th, 2007 - with all marketing efforts appearing to also drive traffic to this site.
+ Video Game with 'Ben 10' theme called Savage Pursuit (POGO tie in)
Something innovative about the banner ad campaign:
On the article web page, are 3 banner ads, and all of them were for the 'Ben 10' show. It is the first time I have run into a web page, where one product, one promotion has monopolized the ad content areas. I actually think this could be a highly effective way to make a strong message about your promotion or product. Generally a lot of web pages are saturated with information and ad overload. So by locking in all the ad spaces on a single web page, definitely helps drive awareness and probably will increase your click through as well.
What do you think? Let me know?
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