To launch the Skeleflex range of build-your-own aliens and dinosaurs into a notoriously tough market we needed a hard-hitting, high-profile campaign. The key challenge? Manufacturer Re:creation - had to get a really big bang for their buck. We knew that a carefully balanced and contextually relevant campaign across all our channels could help deliver a real snowball effect. We also wanted to offer the flexibility to use really strong content across any media. More info at www.turnermediainnovations.com

The objective of the campaign was to build excitement and awareness of the launch of the new Skeleflex range of build-your-own aliens and dinosaurs. More info at www.turnermediainnovations.com

Our knowledge of red button gaming offered a great opportunity to devise an e-TV game that quickly delivered real brand engagement to a massive audience. We built a 'secret lab' microsite packed with interactive games and 'secret missions', while helping to promote the product with a series of targeted in-game adverts, using other games hosted across the whole of cartoonnetwork.co.uk. We were able to position Skeleflex alongside suitable programming - as sponsors of our Weekend Freak-Out strand, and created broadcast ads for transmission across a range of other TV channels.

Although it was a departure from the traditional approach, this innovative, integrated campaign gave, in Re:creation's own words, "a better use of budget and better results". Understanding engagement was key to this success: the e-TV game delivered over 100,000 game plays - with kids playing for over 10 minutes at a time, while our online game was played 27,000 times, with kids playing for 7.5 minutes on average.

Our focus groups had demonstrated clearly just how much kids in the target group enjoyed feeling scared. That sounds counterintuitive, but we knew our audience had a real appetite for weirdness, creepiness, and scares. Playing up the frightening side of the brand really helped make the campaign edgy enough to cut through. We established the target group loved gaming, playing online, and playing via their TV; we used this knowledge to successfully translate the product into a series of suitable backstories and gaming opportunities, giving the campaign a greater impact.