CASE STUDY: Promoting Film to Kids via The Funday Times
Provided by News UK
The Times created a special version of The Funday Times to promote Tim Burton's new Frankenweenie film to kids.
What was the Challenge / Background of the Campaign?
Disney came to us to promote the new Tim Burton Frankenweenie film. This was a difficult task as inherently The Times wasn't a child's brand and film briefs usually get featured in children's magazines. We needed to create something impactful that would appeal to children.
What was the Campaign Objective?
The objective of the campaign was to build awareness of the Frankenweenie film among children and introduce the characters ahead of the release.
What was the Solution?
We believed our biggest asset was the heritage of the Funday Times so we approached editorial to create the first ever commercially funded version. We presented the idea to Disney who instantly loved it and we went ahead to create an 8-page Frankweenie Funday Times using their assets. This was the perfect tool bring the film to children in an engaging format.
What were the Results?
The campaign was a huge success, in fact there have been ongoing discussions to create more editions for the Disney franchise. It has also led to Fox committing spend through marketing for a certain number of supplements throughout the year.