Turner Broadcasting has partnered with Microsoft’s Xbox, through their media agency MediaCom London, to create the largest branded partnership to date across the Xbox and Kinect networks to mark launch of new Cartoon Network show The Amazing World of Gumball.
The Amazing World of Gumball is the first animation show produced by Cartoon Network in the UK, from its in-house London based studio.
The groundbreaking 2D, 3D and live-action series became an overnight success in the US when it launched on Cartoon Network in May.
The series is now set to debut on Cartoon Network in the UK, and Turner Broadcasting is supporting the series launch with the Xbox branded partnership as part of a campaign which includes cinema, TV and online activity.
For the first time in Xbox history, bespoke animation has been created which will sit within the Xbox Live homepage called Spotlight, also accessible on Kinect.
Turner Broadcasting’s UK marketing team has worked in partnership with The Amazing World of Gumball production team and the Xbox senior design team in the UK and the US to create the animated environment.
The branded environment is the largest and most engaging brand activity ever seen on Xbox. Aimed at kids aged 4 to 11, it will be a deeply immersive brand experience that is unique to the platform, and will showcase The Amazing World of Gumball themed player avatars and wallpapers for users to download and millions of Xbox credits to give away.
The interactive experience will enable kids to find out more about the show, its characters, watch videos and drive tune-in to the new series.
Sally Bezant, Director of Consumer Marketing at Turner Broadcasting said “This is a truly engaging partnership which takes our content out to where kids are, and allows them to experience and interact with it in a totally new way. The Amazing World of Gumball is a hilarious and unique show which stands out from the crowd, and we wanted our marketing activity to reflect this. Working with Mediacom and Xbox to bring this campaign to fruition has been a brilliant achievement by all and one which befits this fantastic new Cartoon Network series.”
Chris Breeze, Solution Sales Executive for Xbox said: “Xbox are very excited to be working with Cartoon Network and Mediacom as a launch partner for The Amazing World of Gumball – not only is it a great show, it really taps into the increasing audience of Xbox, which has continued to widen since the launch of the Kinect. Xbox will help Cartoon Network reach the core audience of 4-11 year old kids, as well as the parents who are the ultimate decision makers. The experience for the users will be highly interactive and engaging encouraging dwell time and repeat visits.”
Zara Cobb, Account Manager at MediaCom said of the campaign “The three key objectives of this campaign for Cartoon Network are to generate curiosity around the distinctive characters in the show, build fame through engagement and encourage tune in. We truly believe that by working together with Xbox to build a unique an integrated destination within the Xbox platform that these objectives will be more than fulfilled.”
The Xbox partnership is on the back of research carried out by Mediacom London, which showed that games consoles and in particular Xbox, are quickly becoming a core media platform for younger kids in the UK, with 4.1M of the 6.7M Xbox’s sold within UK in the last 12 months were to households with children 3-15yrs.
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