A&E Television Networks, CBS Radio, Channel One Network, Court TV, Disney ABC Unlimited, MTV Networks, and Turner Broadcasting Receive Honorable Mentions
Today, Jack Myers Media Business Report presents the Honorable Mentions for the 4th Annual Myers Media Innovation and Creativity Media Company Awards. Tomorrow, we will present the Bronze Winners and next week we will present the Silver, Gold, Grand and Thomas F. Leahy Awards.
Myers Media Innovation and Creativity Awards: Media Company Honorable Mentions
Company: A&E Television Networks Entry Title:The Sopranos A&E Connection Game Other Companies Involved: Civic Entertainment Group, area/code, Mobot Individuals Who Deserve
Recognition: A&E Television: Lori Peterzell, Stacy Krusch, Gleana Albritton; Civic Entertainment Group: Stuart Ruderfer, Seth Grossbard;
area/code: Kevin Slavin, Frank Lantz
Company: CBS Radio Entry Title: AT&T Blue Room Other Companies Involved: AT&T, GSD&M, The Marketing Arm, Tupelo-Honey Productions Individuals Who Deserve
Recognition: Glenn Higgins, GSD&M; Adam Smith, The Marketing Arm; Stephen Wallen, Tupelo-Honey Productions
Company: Channel One Network Entry Title: Clean & Clear Oxygenating Launch Other Companies Involved: Johnson & Johnson Consumer Products Individuals Who Deserve
Recognition: Channel One Network: Aimee Jordan, Meredith Walters; Clean & Clear: Brittany Johnson; Johnson & Johnson: Brittany Johnson
Company: Court TV Entry Title: Parco, P.I. Other Companies Involved: Amalgamated, Mediastorm, and Deep Focus Individuals Who Deserve
Recognition: Mary Corigiliano, Jason Valentzas,
Company: Disney ABC Unlimited Entry Title: Sears - Luke & Laura Jewelry Promotion Other Companies Involved: ABC Daytime - General Hospital;
ABC Daytime - The View; ABC Owned TV Stations - WABCTV - NY; ABC Radio - WPLJ - NY; ABC.com Individuals Who Deserve
Recognition: Perianne Grignon, Sears; Paul Kahn, Disney ABC Unlimited; Jerry Daniello, ABC Integrated Marketing; Don Orlando, Sears; Ed Tufexis, Sears; Gwen Grech, Disney ABC Unlimited; Shari Cohen, Mindshare; Melissa Shapiro, Mindshare; Lauren Israel, Mindshare; Adam Shlacter, MEC Interaction; Jan Sage, ABC Owned TV Stations; Lonny Anger, Interep; Amy Schneider, ABC TV
Company: Disney ABC Unlimited Entry Title: Wal-Mart Back to School Other Companies Involved: Wal-Mart, GSD&M Individuals Who Deserve
Recognition: Shari Linker, Disney ABC Unlimited; Ben Fuller-Rowell, Disney ABC Unlimited; Jon Sayer, ABC Kids Network, Disney ABC Cable Networks Group; Dave Hamlin, GSD&M; Kazumi Fields, GSD&M; Charles Wilcox, Disney Online; Amy Pilewski, Radio Disney; Sylvia Molina, Family Fun/Disney Adventures Magazines
Company: MTV Networks Entry Title: Parker's VMA Adventure Other Companies Involved: P&G and MediaVest Individuals Who Deserve
Recognition: MTV: John Shea, Kate Keough, Barri Cillie, Anna Liza Bella; MediaVest: Chris Dorne, Carly Feinstein, Jen Stebner; MTVN Brand Solutions: Lisa McCarthy, Ali Jannello; P&G: Max Rangel
Company: MTV Networks Entry Title: Ford YourTicket2Drive Campaign Other Companies Involved: Ford and Marketing Associates Individuals Who Deserve
Recognition: MTV: Tim Rosta, Erica Lenard, Chris McCarthy, Jim Pietrowicz; Marketing Associates: Ann Marie Hribar, Kanah Pullam, Melissa Gorman; Ford: Oliver Dixon
Company: Turner Broadcasting System, Inc. Entry Title: Cartoon Network Class of 3000 Other Companies Involved: Cartoon Network, LucasArts, Initiative Individuals Who Deserve
Recognition: Cartoon Network: Phyllis Ehrlich, John O'Hara, Sabina Spigel, Adam Goodman; LucasArts: Nancy McIntyre, Gavin Leung; Initiative: Rion Schwartz
Myers Media Innovation and Creativity Awards: Media Company Honorable Mentions - Individual Submissions
Company: A&E Television Title:The Sopranos A&E Connection Game
Haley's Gone From American Idol. Who Should be the Next to Go Home?
Company: A&E Television Title:The Sopranos A&E Connection Game Other companies engaged in relationship: Civic Entertainment Group, area/code, Mobot
Description of goals and strategies of program: Goals:
Create a national campaign to launch the most acclaimed drama in television history …now on A&E:
Drive and sustain interest/tune-in throughout Season 1 of The Sopranos on A&E.
Audience engagement - enhance the consumer viewing experience in a way that would appeal to new viewers while living up to the expectations of die-hard fans.
Introduce A&E to an entirely
new generation of viewers.
Attract publicity to herald the launch of The Sopranos on A&E - as a key driver to generate coverage for an off-net series, as networks typically receive limited coverage for an off-net launch.
Strategy:
Utilize emerging technologies and develop a convergent media game that would serve as the cornerstone for A&E's multi-million dollar integrated marketing campaign.
Integrate interactive media, e.g., mobile and web, into a conventional broadcast - give viewers reasons to start
watching and keep watching. Tap into community and connectivity of the web that has helped expand fantasy sports into a multi-million dollar industry.
The Sopranos A&E Connection Game - a watershed moment in audience engagement. For the first time in US history an advertising campaign does more than just deliver a message, the
ads are actual game pieces for an interactive game synched to a real-time broadcast.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process: Overview: The Sopranos A&E Connection Game combined the excitement of a scavenger hunt with the passion of fantasy sports to create an unprecedented opportunity to drive engagement, excitement and tune-in.
The Sopranos on A&E ad campaign was fully "clickable," where online banners, OOH media, print ads, posters, etc, all became part of the game. Although commonplace in countries like
Korea and Japan, A&E ushered in a new type of ad campaign; one where every ad is an engagement tool redeemable for more information. Through a unique partnership with the technology company Mobot,
consumers could use their mobile camera phone or digital camera to photograph the campaign ads in the real world and email them to the game server where image recognition software would recognize which game piece collected and automatically upload it to that player's game board. This marks the first time in the U.S. that optical recognition was utilized to bring pop culture to life.
The Object of the Game: To collect game pieces that represent the characters, settings and objects from the world of The Sopranos . Players manage their collection of game
pieces on their own personal game board at www.suitcaseofcash.com and then score points when the pieces in their collection appear on screen during every Season 1 premiere episode of The Sopranos on A&E. The player who scores the most points at the end of Season 1 will win a suitcase with $100,000 in cash. Additional weekly sweepstakes among all registrants so even passive players have a chance win.
Playing the Game:
Each week, players can literally play along with The Sopranos on A&E. Players arrange their game boards before the S1 Wednesday night premiere broadcasts based on which
characters, objects and settings they thought would play a prominent role in that week's episodes. Just like fantasy sports players could watch their game pieces score points in real-time as the events unfold, creating the "game within a game" mentality that has fantasy sports enthusiasts watching their laptops and TVs simultaneously.
Company: CBS Radio Title: AT&T Blue Room
Company: CBS Radio Title: AT&T Blue Room Other companies engaged in relationship: AT&T, GSD&M, The Marketing Arm, Tupelo-Honey Productions
Description of goals and strategies of program:
In 2006 AT&T partnered with CBS Radio as the primary source to populate video content for their new music portal, AT&T blue room. Leveraging the power of CBS Radio and its music industry
relationships they are able to deliver performance, interview and b-roll footage from todays biggest stars on a weekly basis. Additionally, CBS Radio brings the content to life on its music radio stations by executed artist promotions, interviews and features.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
Every week in 2007, a marquee lineup of CBS Radio stations highlight today's biggest stars and emerging artist utilizing a high frequency media schedule, which is also featured on the AT&T
blue room. Artists who have participated in the past include Aimee Mann, Fiona Apple, Ludacris, Ciara, Ben Kweller, James Blunt and more.
Participating CBS radio stations airs media spots running once an hour from 5a-9p on the day of the release with a strong
drive to retail message that also encourages listeners to view exclusive interview, performance and B-roll footage of artists at attblueroom.com/music.
For major artists CBS Radio helps album sales and clicks by interviewing artists on our morning shows across all participating stations. Additionally, to create a promotional halo effect surrounding the featured artists release, CBS Radio and its partners coordinate and fulfill a "once
in a lifetime" promotional fly-away contest with each station (winner and guest from each station). Examples of promotions are flying to Amsterdam, hang with Dave Matthews; penthouse party with Lenny Kravitz; bowling with Staind; New York Knicks game with Jay-Z and many more.
Company: Channel One Network Title: Clean & Clear Oxygenating Launch
Company: Channel One Network Title: Clean & Clear Oxygenating Launch Other companies engaged in relationship: Johnson & Johnson Consumer Products
Description of goals and strategies of program: Building on the success of previous
collaborations, J&J Consumer Products and Channel One teamed up for a dynamic, integrated promotion to:
Effectively target 12-17-year-old females
Create awareness for Clean & Clear's new Oxygenating line of products
Drive traffic to the Clean & Clear Oxygenating microsite
Encourage trial via a free sample (1 oz. facial scrub or fizzing cleanser) available through the microsite
Motivate purchase via $2 coupon that comes with the sample
Leverage the key brand equity of two best friends together
The Oxygenating product line was developed based on the consumer insight that being healthy and fit is part of who
teens are today, and that girls want to take care of their skin just as they take care of their bodies.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
Johnson & Johnson selected Channel One Network to help promote the Oxygenating launch because we are a trusted marketing partner and a primary media vehicle for reaching and engaging teens. Working
with the J&J Clean & Clear brand and agency teams, Channel One created a custom :30 call-to-action spot playing off the healthy positioning of the Oxygenating products. The spot promoted the special free-sample offer and a $2 coupon and drove viewers to cleanandclearpromotions.com. It aired adjacent to Clean & Clear brand creative throughout a four-week flight on Channel One News, effectively increasing awareness of the new Oxygenating line and providing teens with an immediate opportunity to act on a special offer for the products.
The challenge was to produce a promo spot that aligned with the brand creative (i.e., similar look, feel and sensibility), yet didn't mimic it too closely so as to seem repetitive. As a result, the "Clean & Clear Health and Beauty Report" featured a student reporter interviewing several
pairs of female teen friends (a Clean & Clear staple) in a school environment to convey to Channel One viewers that this offer was especially for them and to leverage the trust they have in Channel One promotions. The friends in the spot speak openly and naturally, testimonial style, about what they do to be healthy. We chose actresses that radiated the traits the Clean & Clear brand embodies (i.e., confident, genuine, positive, fun, energetic) and were teens to whom our viewers could easily relate.
In conjunction with the on-air spot, our teen website ChannelOne.com housed a Clean & Clear-branded promotional section with useful, interactive content about looking and feeling healthy and
promoted the special Oxygenating offer with links driving to cleanandclearpromotions.com. ROS and targeted promotional ad units on ChannelOne.com drove traffic to the microsite as well.
Company: Court TV Title: Parco, P.I.
Company: Court TV Title: Parco, P.I. Other companies engaged in relationship: Amalgamated, Mediastorm and Deep Focus
Description of goals and strategies of program:
Goals:
To generate buzz for the
second season of Court TV's private-eye themed non-fiction series Parco, P.I.
To make the series relatable to anyone who has ever been involved in a relationship, particularly one that has ended badly.
Strategy:
Create a believable "scorned woman" character who would likely hire Parco, P.I. to catch her cheating
husband in the act.
Create sympathy for the character by having consumers get to know her and think of her as a friend.
Keep the corporate info hidden as long as possible so that consumers become involved in the day-to-day drama of her life before they realize that it is a campaign to promote a TV series.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
The quandary: How do you generate
excitement over a second season of a reality series that features a private investigator and his team?
Answer: By creatively taking
advantage of multi-platforms and keeping the TV network's involvement in said campaign a secret as long as possible.
Mary Corigliano, Court TV's SVP of marketing, with the help of her team and the advertising, marketing and promotion firms, felt that the best way to get the message across was to take
advantage of such popular platforms as YouTube and blogs, while mixing in traditional media. They came up with a campaign dubbed "The Scorned Woman." Following are the campaign elements:
Thatgirlemily.blogspot.com: This blog started out innocently enough. "Emily", A 35-year-old, rather demure upscale New Jersey housewife found a venue for expressing her thoughts via
her blog. In the beginning, she detailed her wonderful married life, their great vacations and friends, but would throw in clues about her husband Steven's obsession with work, his laptop and cell phone. Soon, Emily hired a private detective (wink wink) and quickly learned that Steven's obsession was really with her best friend Laura! The blogs continued, as "Emily" announced that she had decided to fight back.
Billboard #1: "Emily" decides to "out" her cheating husband with a giant billboard in various locations
in New York, Chicago and Los Angeles. Media immediately took notice, several blog sights tried to get to the bottom of the "Emily" mystery.
Wild postings: Emily prints and posts "Lost Dog" posters with Steven's name and face and personally hands them out at key locations around New York City.
Trashes BMW: Emily
spray paints epithets all over Steven's prized car and posts the photos on her blog.
Angry Wife Rant Event in NYC's Bryant Park: As part of her 14 days of wrath, "Emily" pulls her car up to Bryant Park and starts dumping "Steven's" most prized possessions on to the
sidewalk in front of passers by, including his laptop (which she destroys), his golf clubs (which a passerby manages to grab from her before she can damage them), his flat screen TV among other possessions.
Two YouTube Clips: "Emily's" meltdown was captured on video and sent to YouTube and became one of the most watched clips at that time. A video that "Emily" made of "Steven" and "Laura", meeting for a tryst, also became a popular clip on the site.
Billboard #2: Finally, the reveal…tune-in info for Parco P.I. on Court TV is pasted
across the text of "Emily's" original billboard, thus letting everyone in on the secret.
Company: Disney ABC Unlimited Title: Sears - Luke & Laura Jewelry Promotion
Company: Disney ABC Unlimited Title: Sears - Luke & Laura Jewelry Promotion Other companies engaged in relationship: ABC Daytime - General Hospital;
ABC Daytime - The View; ABC Owned TV Stations - WABCTV - NY; ABC Radio - WPLJ - NY; ABC.com
Description of goals and strategies of program:
Generate sales and in-store traffic for a Sears "Engagement Ring" used in General Hospital for the "Luke and Laura" re-newel of their vows story line.
Strategies were to create a
co-branded, commerce and multi-platform program, utilizing on-air national and local television promos, in-market store events, online and local radio, to generate sales for the "Engagement Ring" and this high profile association.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
This partnership was significant because of its ability to integrate a Sears ring (three separate instances) into the storyline of ABC's General Hospital during the high profile return of Genie
Francis (Laura) to the show and during the 25th Anniversary celebration of Luke and Laura's Historic Wedding. This was significant because this promotion also took place leading into and during the important holiday season for Sears.
Elements included:
ABC integrated the ring into General Hospital (3 occurrences)
Developed on-air promos and bumpers promoting the ring and driving people to Sears, Sears.com and ABC.com
Developed a :30
sponsored interstitial with Luke and Laura looking back at their love and lives
Segment on ABC's The View with interview of Genie Francis and Tony Geary, and mention of the ring at Sears and a giveaway to the entire audience.
ABC.com - Editorial call-outs on each soap homepage, the daytime homepage and on the ABC.com homepage.
Created two in-store events
with Genie Francis in the tri-state area (Paramus, NJ and White Plains, NY). This meet and greet gave General Hospital fans the opportunity to meet one of ABC daytime's highest profile stars and have an opportunity to purchase the ring.
Event was promoted locally on WABC-TV NY through a customized :30 promercial and on ABC's local Radio
Station - WPLJ (95.5FM) NY, through promo announcements and live DJ reads (Scott and Todd)
Company: Disney ABC Unlimited Title: Wal-Mart "Back to School"
Company: Disney ABC Unlimited Title: Wal-Mart "Back to School" Other companies engaged in relationship: Wal-Mart and GSD&M
Description of goals and strategies of program:
Portray Wal-Mart as a hip
place for kids aged 10-16 to buy their clothes and gadgets while shopping for back-to-school supplies with their moms. Tagline is "Be Your Own Brand" and focused on selling apparel and electronics. July-August 2006 time period.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented,
approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
We were able to leverage popularity of Disney character/talent (Kim Possible, Aly & AJ) by creating a custom Wal-Mart back-to-school message across television, radio, internet and print
Directly tied Wal-Mart into a Disney character that allowed them to stand out among tween and moms during a
competitive back-to-school time period
After several meetings with the Wal-Mart clients, GSD&M was given the task to create a multi-platform program for apparel and consumer electronics for Wal-Mart BTS campaign.
Unlimited held several internal meetings to provide the best direction to the divisions, including the non-traditional
media divisions (i.e. Hollywood Records Aly & AJ tour). ABC Kids came up with the Kim Possible tie-in vignette and all the other divisions were able to extend it.
Once the deal was approved from agency and client, weekly calls were scheduled to make sure all the approvals were in on time to meet the deadlines.
Approval process from client/agency was very slow and created many revised deadlines and changes due to missing approval dates.
Company: MTV Networks Title: Parker's VMA Adventure
Company: MTV Networks Title: Parker's VMA Adventure Other companies engaged in relationship: P&G and MediaVest
Description of goals and strategies of program:
Herbal Essences was re-launching
with nine new collections intending to give young women a hair care experience with a "fun twist" - luscious hair for the look you want. The playful product names convey a tongue-in-cheek tone: Drama Clean (deep cleaning line), Color Me Happy (for color-treated hair), and Break's Over (for damaged hair) and are aimed at young women who don't take themselves
too seriously. Herbal Essences looked to MTV to develop a campaign that would bring awareness to the new collections, re-engage existing consumers, and drive trial from new consumers.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
The MTV Video Music Awards (VMA) provided the perfect platform to reach this target consumer through their passion points of celebrity and fashion. Using an innovative approach, we melded the Herbal Essences' brand attributes into the world of the MTV VMA, resulting in the
creation of "Parker" - and unique character, who ushered viewers between our digital and linear platforms and into the VMA to take part in the ultimate "watch, respond and win" experience. Parker became the newest "It Girl" and rising star of this interactive, multi-platform campaign - "Parker's VMA Adventure."
Online
We created a microsite - herbalessences.mtv.com - where viewers could follow Parker's VMA adventure and enter to win their own adventure at the 2007 VMA's. From product details on the nine
new Herbal Essences Collections, to the photo gallery, to contest details and the ultimate hair tool - this was the place to visit. Visitors were able to explore their hair potential through the "Herbal Essences Try It On Salon." Users uploaded their photos, tried on hairstyles and were able to save and share their personalized looks with friends.
Broadband
So how did Parker's hair get her into the VMA pre-party and onto the red carpet? Viewers eager to know Parker's hair secrets watched her look come together online on mtv.com's broadband channel. Four "How to Get the Look" segments featuring celebrity stylist Ashley Javier
dissected Parker's VMA looks tutorial-style. From straight and sexy to luscious and wavy, users saw the products to use and the tips to looking their VMA best.
On-Air
We chronicled Parker's VMA adventure in a series of cliff-hanging short-form content spots, allowing viewers to live vicariously. Parker began her travels at an exclusive VMA pre-party where she "flipped"
her silky locks past the velvet rope, followed by a center stage appearance at rehearsals where her star-quality hair got her mistaken as a celebrity, and finally a red carpet interview complete with an Herbal Essences mention. These spots drove viewers online and to the big show to continue the experience to win their own VMA adventure.
In-Show
After successfully making her way into Pre-VMA events, show time arrived and Parker headed confidently to the VMA. Viewers watched each performance and award presentation to catch a
glimpse of Parker. After noting the three Parker appearances in the VMA, viewers headed to herbalessences.mtv.com to enter the details for their chance to win their own VMA adventure.
Post-Show
MTV's resident fashion expert Coltrane and celebrity stylist Ashley Javier put hair front and center as they reviewed the hottest looks from music's hottest night in the "Herbal Essences Hottest Hair
Recap" show. Everyone from Pink to Shakira to Fergie was highlighted as the hosts dissected the VMA hair trends.
Insight: Challenges
The biggest challenge was timing. We had our first meeting in May and the Video Music Awards were in August. In a
short amount of time we were able to pull together this multiplatform, multi-dimensional program that was so successful it's coming back for year 2. With tight collaboration from all parties, MTV made it happen.
Company: MTV Networks Title: Ford YourTicket2Drive Campaign
Choose Your Favorite Sanjaya 'Do from American Idol
Company: MTV Networks Title: Ford YourTicket2Drive Campaign Other companies engaged in relationship: Ford and Marketing Associates
Description of goals and strategies of program: Ford was interested in increased exposure around their College Student Purchase Program (CSPP) - rebate program for enrolled college students and recent graduates. Following their measurable success through a non-traditional
sponsorship with mtvU on-campus events in 2005, they returned for a more involved/integrated partnership in 2006. They looked to mtvU to develop a unique, out-of-the-box, consistent message to increase "hand-raisers" for their 2006 College Student Purchase Program without the aid of traditional media.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process: mtvU provides a
multiplatform voice through our on-air, online and on-ground touch-points. With over 750 campuses reaching over 7 million students on-air and virtually anyone online, we take our partnerships one step further by interacting with students face-to-face through hundreds of campus events all year long. We developed a year long campaign, called "Your Ticket 2 Drive" (YT2D), to satisfy Ford's desire to get on the minds and in the hands of college students across the country.
Online
We created a microsite - yourticket2drive.com - where students could enter for a chance to win the Your Ticket 2 Drive contest. Prizes included monthly $500 cash giveaways (to correlate with the $500 rebate through Ford's CSPP), trips to mtvU's 2006 Woodie Awards in October
and a 2007 Ford Fusion. Our goals for this site was to not only serve as a sweepstakes entry mechanism, but also to serve as a compelling destination to learn about Ford's CSPP and mtvU, play quirky video games tied to Ford Sponsored mtvU on-campus events, and listen to music from Ford's Music2Drive2 CD.
To further integrate the Ford College Student Purchase Program with mtvU, links to yourticket2drive.com were featured on both mtvU.com and the Ford CSPP website creating cross-promotion traffic. Additionally, the YT2D was promoted on various contest and sweepstakes sites
simultaneously with Ford sponsored events and theme weeks. Bulletin board messages were strategically created on various college-oriented lifestyle sites across the net to spread buzz on a grassroots level.
On-Campus
To further extend our reach with college students, we developed a customized co-branded music CD sampler to distribute
on mtvU mobile tours and through hand-to-hand promotional campaigns utilizing our campus representatives. Harnessing mtvU's history of successfully launching emerging music talent, we developed the Music2Drive2 CD as a compelling entry tool for the YT2D contest. Entrants
used a unique code printed on each CD as a key to the YT2D site. In addition to CD distribution, we developed interactive activities including customized and branded games for mtvU's 2006 Campus Invasion and Tailgate Tours as well as provided contest entry portals through laptop displays on mtvU's Dorm Storm and Woodie Awards Mobile Tours.
On-Air
With no traditional media on-air to help support the College Student Purchase Program, the mtvU Promos team produced a co-branded promotional spot to drive to YourTicket2Drive.com to enter to
win. The promo spot aired in mtvU promo time as well as online on our broadband channel, Über.
Insight: Challenges
Ford was the first advertiser to challenge mtvU to develop a cohesive, creative marketing program for the College Student Purchase Program without an accompanying media schedule. In
response, we devised the YourTicket2Drive campaign - comprised of on-campus events, and online and on-air programming - resulting in an unprecedented partnership with year over year growth.
Company: Turner Broadcasting System, Inc. Title: Cartoon Network Class of 3000
Company: Turner Broadcasting System, Inc. Title: Cartoon Network Class of 3000 Other companies engaged in relationship: Cartoon Network, LucasArts, Initiative
Description of goals and strategies of program: Class of 3000, the highly anticipated
primetime half-hour animated series created and executive produced by André Benjamin (Outkast) and Tom Lynch (Romeo!), debuted on November 3, 2006 on Cartoon Network. The series focuses on a group of musically gifted kids and an unlikely visitor who brings sunshine to their lives.
The students attend the prestigious Westley School of the Performing Arts in Atlanta. They all come from different parts of the city and all walks of life. The students' common link is that they are all
musical prodigies. But their lives change when Sunny Bridges, who attended the school as a kid and has gone on to international superstardom, returns to Westley looking for something he lost.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed,
presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process: Goal and Marketing Strategy: To marry the branded strengths of Cartoon
Network and LucasArts around the high-profile premiere of Class of 3000 on November 3 and the anticipated release of Thrillville on November 21.
Sponsorship Elements: Sponsorship elements included significant support on-air, online, and off-channel for the launch of Class of 3000. Co-branded Thrillville components included:
On-Air
Online
Broadband
Podcast
Video on demand
Custom On-Air Strategy: Starting on October 23, 2006, LucasArts Thrillville was part of Cartoon Network's on-air promotion created to generate buzz and excitement for the Class of 3000 new
series launch. The custom promotion included on-air spots and billboards.
Online and Digital Strategy: Cartoonnetwork.com & Podcast:
CartoonNetwork.com launched a unique Class of 3000 game prior to the premiere of the series on-air. The game
was promoted on the homepage on CartoonNetwork.com and featured the Class of 3000 cast of characters. Exclusive Class of 3000 content was also available on CartoonNetwork.com podcasts.
Thrillville was the exclusive
sponsor, featuring pre-roll video prior to the game and
podcasts, in page display ads and sponsorship of the Class of 3000 section of the site.
Broadband: Cartoon Network's video broadband player featured an exclusive Class of 3000 sneak peek of the highly anticipated series two weeks prior to the launch. Kids had the opportunity to become
familiar with the storyline and cast of characters before it premiered on Cartoon Network.
As if that wasn't enough, immediately
following the on-air premiere, the first episode was available on Cartoon Network's broadband player.
LucasArts was the sponsor for this custom Class of 3000 broadband content which featured pre-roll and companion ads for Thrillville.
Video on Demand: Cartoon Network video on demand (VOD) is available in over 17 million households. Cartoon VOD offers advertisers a
unique way to deliver their brands' message in a clutter-free environment. Class of 3000 episodes were made available on Cartoon Network VOD beginning at 12A the night of the on-air premiere, and also sponsored by LucasArts Thrillville.
Class of 3000 Live Red-Carpet Premiere: In addition to the multi-platform partnership with LucasArt, Cartoon Network also launched Class of 3000 in style with
a live red-carpet premiere held in Atlanta's Fox Theater on October 18, 2006.
Attendees were treated to a celebrity showcase and musical entertainment program featuring Andrew Benjamin, Chris
Brown, Unk and a special screen of the Class of 3000 premiere.
The live event served as on-air packaging for the series launch on November 3rd and its success was critical to the Class of 3000's stellar on-air performance.
