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Cartoon
Network in the UK is using cinema as a medium to create further
brand awareness. Before a film begins in certain theatres,
the kids broadcaster will air a cartoon short as a way of
promoting its TV brand to kids.
This
seven figure campaign is Cartoon Network UK's single largest
ever marketing initiative.
From
next month, in a campaign negotiated by MediaCom, major kids'
films at Odeon (Carlton Screen Advertising) and Vue (Pearl
and Dean) cinemas will be preceded by six-minute Cartoon Network
shorts which will receive an estimated 20 million admissions
per year.
Three
individual Cartoon Network shorts have been created to be
released throughout the year, each starting and ending with
the same scenario. All will begin with Cartoon Network's well
known characters fast-talking their way into a cinema. When
they sit down to enjoy the film, it will then launch into
the cartoon short for characters and audience alike.
 Each
one will then end with an animated curtain coming down, reminding
the audience to watch the channel thereby 'top and tailing'
the short with a subtle but effective message.
Cartoon
Network marketing director Nibs Dearsley says, "This
is a completely new way for a kids TV channel to talk to its
viewers. These cartoons will give them the Cartoon Network
experience at the cinema and takes TV out of the home and
into the leisure environment.
MediaCom
planner Catherine Aylward says, "With 94 per cent of
kids attending the cinema each year, coupled with the recent
explosion in the number of family films, cinema is the perfect
way of reaching Cartoon Network's target audience."
 The
Cartoon Network shorts will begin at the advertised film starting
time. In addition there will be posters in the cinemas, inclusion
in the listings in the in-foyer flyers, presence in the cinemas
magazines and websites - all of which considerably add to
the weight of the campaign. All media was planned and booked
by MediaCom for Cartoon Network.
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