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CASE STUDY: Uniting with Warner Bros to promote The Hobbit toys

Provided by Turner Media Innovations
A multi-platform campaign driving action and high engagement through spot ads, online and competition.
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What was the Challenge / Background of the Campaign?

To celebrate Warner Brothers' special edition poster giveaway in Toys R Us stores, we needed to create a campaign to drive kids to visit 'Toys R Us' stores in order to collect the poster and discover the range of Vivid The Hobbit toys.

What was the Solution?

The campaign launched with a webdrive spot to get kids in-store to pick up a free poster in Toys R Us. The posters featured a code which could be used at CartoonNetwork.co.uk to access exclusive content. These spots aired across Cartoon Network, Boomerang and CN Too. CartoonNetwork.co.uk hosted the world of The Hobbit online, including product information and a competition. The code printed on the poster unlocked exclusive content including activities, screensavers and wallpapers and a trailer for the upcoming sequel to The Hobbit.

What were the Results?

Visitors spent an average of 5 minutes on the website! Over 1,900 kids entered the competition in just 2 weeks!
Reference: 13804 // Posted: 19.12.13

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details1,900 competition entries in 2 weeks
10 - 15Both
Kids HH
ONLINE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearENGAGEMENTBRANDED CONTENT
SALES PROMOTION
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