Egmont wanted to introduce kids to the awesome new book Barry Loser and The Holiday of Doom, the fifth in popular Jim Smith book series. Turner Media Innovations created an on-air and online campaign to introduce the book to Cartoon Network viewers.

The objective of the campaign was to build awareness of the new book release, to drive trafftic to the online microsite for kids to engage with the characters.

We created a 40" webdrive spot on Cartoon Network, driving kids online to our bespoke microsite hosted at CartoonNetwork.co.uk, where they could play our mega lolz Poo Danube game! If kids were non-loserish and completed the game, they were in with a chance of winning uber spesh prizes, including having their portrait drawn - Barry-Loser style - by author Jim Smith!   The webdrive showcased the full cast of Barry Loser characters, who performed a rousing rendition of the famous classic The Blue Danube. Their version, The Poo Danube is much much keeler though. obvz!

On air the webdrive spot delivered 66.21 kids 4-15 TVRs, as opposed to the expected 45 TVRs as booked by Egmont. The microsite delivered 24,176 page views over a month and generated 1,505 competition entries.