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CASE STUDY: LEGOLAND increase awareness with Ben10

Provided by Turner Media Innovations
Turner Media Innovations created a campaign which fully integrated LEGOLAND with all Ben 10 activity across all platforms.

What was the Challenge / Background of the Campaign?

LEGOLAND wanted to increase awareness of LEGOLAND with existing customers and new audiences, and ultimately increase footfall to the park. Through association with Cartoon Network's Ben 10 and Ben 10: Alien Force. In partnership with Carat Sponsorship, Turner Media Innovations created a campaign which fully integrated LEGOLAND with all Ben 10 and Ben 10: Alien Force activity, across all of our platforms.

What was the Campaign Objective?

- Build awareness of new areas such as the Kingdom of Pharaohs - Build anticipation of visiting the park in summer holidays - Engage kids online with new games and activities - Incentivisation with routes to achieving discounted entry

What was the Solution?

We created sponsorship credits to sit around every episode of Ben 10 and Ben 10: Alien Force on Cartoon Network and CNToo, a bespoke LEGOLAND microsite, online traffic drivers, clickable sponsorship buttons on the Ben 10 and Ben 10: Alien Force show's official homepages, and inclusion in the official Ben 10 magazine.

What were the Results?

The site included a bespoke 'Wild Woods' activity based on the Pirates area in LEGOLAND. Kids could design their very own Pirate Flag and even print it off and stick it on their bedroom door! Over 11,000 flags were created! The site included a searies of bespoke games based on rides of the same name in LEGOLAND. 'Vikings' River Splash' reached nearly 13,000 gameplays, 'Laser Raiders' nearly 15,000 gameplays. Each time players completed a level in either of the games they were able to print out a money-off at LEGOLAND voucher...nearly 2,000 were printed.

What were the Key Learnings of this Campaign?

Online sponsorship of Ben10 was a first - a permanent button was positioned in our hero destination, and it was doing a great branding job too! We also introduced LEGOLAND to Egmont, who were able to run two fantastic full- page LEGOLAND Windsor promotions. They also featured our microsite url.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsKids aged 6-11.
0 - 9
10 - 15
Both
Kids HH
ONLINE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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