Close on the heels of announcing new shows to spruce up their programme line-up, Cartoon Network and POGO have unveiled innovative marketing initiatives keeping in mind the shows’ DNA and further highlighting the their USP.
The new line-up of shows include ‘Ben 10’, ‘Skatoony’, ‘Cambala Investigation Agency’, ‘Sunaina’, ‘F.A.Q’, season five of ‘M.A.D.’, and the fourth year of ‘POGO Amazing Kids Awards 2007’.
Commenting on the marketing strategy, Monica Tata, Vice-President, Advertising Sales and Networks, India and South Asia, Turner International India Pvt. Ltd, said, “Innovative marketing has always been our forte, and as the leading kids’ channels, we are constantly trying novel ways to capture their imagination and keep the interaction levels high. More importantly, all marketing ideas are conceptualised keeping the shows’ DNA in mind and always work towards further highlighting the shows’ uniqueness through marketing.”
Tata further said that most of their important launches were backed by integrated marketing promotions, including on-air, off-air, online and trade.
Regarding the marketing campaign for the show ‘Ben 10’, Tata said, “We have planned a series of strategic and innovative marketing initiatives that have already set sail. All communication in the plan has been developed with an objective of putting forward the uniqueness of the show and attaining character familiarisation for Ben and our super cool alien dudes.”
She further said, “The mediums used in the plan are on the reach and impact that they delivered, with a clear objective of garnering audiences that are not currently present on our network and creating a massive pull for them.”
The other elements of the plans include off-network plans on television. Promos of ‘Ben 10’ will be showcased on high frequency during the top-rated shows on various GEC and niche channels. Other initiatives include a Green Carpet premiere of ‘Ben 10’, school contact programmes to build character familiarisation and create hype around the show that would cover about 200,000 kids across four cities. A cinema branding and advertising tie-up is on the anvil with a leading multiplex chain across 8-10 cities.
A special microsite has also been created for ‘Ben 10’ to bring more interactivity. Kids will be solicited both online and on-air (on Cartoon Network) to be part of the ‘Ben 10’ phenomena on www.cartoonnetworkindia.com. The site went live in conjunction with the show’s launch on October 10, 2007.
Continuing the innovation, the channel has also come up with a novel marketing plan for its detective series ‘Cambala Investigation Agency’, which is launching on POGO on October 29. Tata said, “We are planning to publish a special newspaper, ‘Cambala Times’, which is read in the town of Cambala, and same would be distributed to kids in schools, across malls and other kids touchpoints as well as to the trade to popularise the show. We will share the comprehensive plan for ‘Cambala Investigation Agency’ closer to its launch.”