The channel plans to launch digital activity to engage with its target market and encourage them to keep watching it after popular shows such as Ben 10 have ended.
Cartoon Network's owner, Turner, which also owns CNN, Boomerang and TCM, is working on a phased digital campaign starting later this month and building up for the school summer holidays.
In the first tranche of work, Cartoon Network has briefed BIO to bring its Incredikids brand to children online.
A dedicated site will allow children to use webcams to create superhero avatars. Users will be able to complete online missions for the chance to be included on an 'Incredi-wall'.
Cartoon Network will expand the digital plan through Jam, the social networking division of digital agency i-level, to promote Incredikids and the channel on children's social networking sites.
'Ben 10 is our number-one-selling toy brand. However, the successful individual programme strands have been overshadowing the channel brand and we want to rebalance that so that people see Cartoon Network like they see E4. We can be a cool place to hang out beyond Ben 10,' said Barnaby Dawe, Turner Broadcasting's vice-president of marketing and communications.
Read the article at Marketing.
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