Fox asked Turner Media Innovations how can they could promote the release of theiir new film 'The Dark Is Rising'. Turner Media Innovations knew that 68% of kids pick their movie visits from on-air advertising, and a fifth of kids' internet usage occurs whilst watching TV. An on-air quest was created which sent kids online for the chance to win a trip to Iceland. A 30" webdrive commercial aired across Cartoon Network, Cartoon Network Too and Boomerang directing kids to a Dark Is Rising microsite. Find out more...

Campaign objectives were to encourage drive to the microsite and ultimately create excitement around the launch of the film.