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CASE STUDY: Fox & Turner Media Innovations - The Dark is Rising

Provided by Turner Media Innovations
TMI created a microsite on to supporting the launch of the new 'The Dark is Rising' film for Fox.

What was the Challenge / Background of the Campaign?

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...

What was the Campaign Objective?

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

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details68% of kids pick their movie visits from on-air advertising
0 - 9
10 - 15
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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