CASE STUDY 'How to Train Your Dragon 2' sponsors Cartoon Network
Provided by Turner Media Innovations
Fox Dreamworks team up with Cartoon Network to create 'Dragon's Day' on the channel for forthcoming DVD release of the film
What was the Challenge / Background of the Campaign?
Fox Dreamworks wanted to drive awareness of the anticipated DVD release of the film 'How to Train Your Dragon 2', the second chapter of the 3D computer-animated fantasy film trilogy.
What was the Campaign Objective?
- To drive mass awareness of the DVD release of Fox Dreamworks' How to Train Your Dragon 2
- To build a recognisable partnership between How To Train Your Dragon 2's characters and Cartoon Network
- To showcase the film's world and best-loved characters
What was the Solution?
Channel sponsorship across 'Dragon Day' on the home of 'Dragons' - Cartoon Network on November 17th. Multiple airings of a 'How To Train Your Dragon 2' - a themed 90" CN Low-Down. Online traffic driving banners and homepage takeover of CN on Dragon Day to build awareness of the DVD release. All homepage ads were dedicated to the release and clicked through to an online DVD giveaway on Cartoon Network site.
What were the Results?
2 x 10" Channel idents on Cartoon Network ran approx. 20 times across Dragon's Day delivering 7.7 Kids TVRs. 90" branded spot fronted by the character Jake aired 28 times across CN on Dragon Day delivering 3.5 Kids TVRs. The homepage takeover delivered 42,931 page impressions and a a click through rate of 0.98%.
What were the Key Learnings of this Campaign?
Channel sponsorship provided Fox Dreamworks with the opportunity to partner with an established and universally appealing kids channel reaching kids aged between 6-12 years.