Twentieth Century Fox wished to build pre-awareness and promote the release of their new film, 'Alvin and the Chipmunks'. At Turner Media Innovations we know that 68% of kids pick their movie visits from on-air advertising, and a fifth of kids' internet usage occurs whilst watching TV, and so we created a two-tiered campaign, launching with a CN Network competition, followed by a 30 second webdrive sending kids online to our bespoke Alvin & The Chipmunks microsite - complete with Karaoke Booth, the official film trailer, character information and downloads.
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