Turner Broadcasting Launches Next Generation Augmented Reality
Turner Broadcasting is set to become the first broadcaster in the UK to roll out the next generation of Augmented Reality by using the technology to provide a unique interactive and immersive 3D virtual gaming experience.
Conceptually developed and produced by digital experts The BIO Agency, the activity launches on 15th July as part of a multiplatform campaign called 'Incredikids' on Cartoon Network this summer, which will engage kids in an entirely new form of online gaming.
Providing a gateway to this wholly new and exciting online 3D world, the 'Incredikids' Augmented Reality game will comprise three interactive virtual gaming environments set within a five-level game hosted on www.incredikids.co.uk.
The game will be able to be accessed without user downloads, creating a brand new form of 'instant play' augmented reality gaming. Optimising the use of Augmented Reality in this way will raise the bar in high-quality free online gaming for kids.
Encapsulating the 'Incredikids' campaign ethos of creativity and imagination, each game will be set within a stunning 3D landscape which includes an urban racing scene, an underwater submarine pursuit and a futuristic space chase. Each game sees kids play against villain, Syracticus Lazarus, and also compete against each other by uploading their scores to a games leaderboard.
Awareness of the activity will be seeded to social networking environments by Jam, i-level's social media unit, who will be working with key children's sites such as Vizwoz.
Barnaby Dawe, Vice President of Marketing and Communications at Turner Broadcasting says: "Cartoon Network's 'Incredikids' campaign heralds the arrival of Augmented Reality interactive gaming for kids. There's nothing like this out there. We're championing true digital marketing innovation which is absolutely relevant for our target demographic. It's a fantastic way of engaging with our audience and takes us into new realms of communication."
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For further information:
Yinka Akindele, Senior Press Officer, 020 7693 1105, yinka.akindele@turner.com
Notes to editors:
ABOUT INCREDIKIDS
Cartoon Network is launching a summer campaign to inspire kids to get creative. Step forward the Incredikids! Six super cool kids aged between 9 and 11 have been chosen to front the channel with activities designed to get kids to use their imagination and above all have fun. The initiative will incorporate on air strands in between popular shows every day throughout the summer as well as a dedicated website www.incredikids.co.uk. The website will host three interactive virtual gaming worlds using Augmented Reality from July which will be the first time the technology is ever used for kids in the UK.
ABOUT CARTOON NETWORK
Cartoon Network is a leading commercial kids' TV network in the UK, which broadcasts a range of popular comedy and action-adventure animation. Hit shows include Ben 10, Star Wars: The Clone Wars, Bakugan Battle Brawlers, Storm Hawks, World of Quest, Johnny Test, Ed, Edd and Eddy and The Grim Adventures of Billy and Mandy. Cartoon Network can also be experienced through its award-winning website www.cartoonnetwork.co.uk, via games, VOD, mobiles and through an array of licensing and merchandising. Since launching as a pan-European channel in 1993, Cartoon Network now has localised services throughout Europe, the Middle East and Africa where it is available in 14 languages and in over 57 million homes. Cartoon Network is operated by Turner Broadcasting System Europe, a Time Warner Company.
In the UK Cartoon Network is available 24 hours a day on SKY 601; Tiscali TV 312; Virgin TV 704. It is also available on: Top Up TV Anytime; BT Vision; Sky Anytime; Virgin Central; Tiscali TV on-demand 310. www.cartoonnetwork.co.uk
ABOUT THE BIO AGENCY:
BIO, which stands for Big Ideas Online, is a digital advertising agency based in Soho, specialising in the creation and development of Big Ideas Online.
BIO's combined experience allows them to make sure that every project has a Big Idea at its heart. They develop digital campaigns and strategies for clients, and deliver them through the most effective digital solutions. These include brand, campaign and community sites, online advertising, ecrm, email campaigns and interactive virals.
BIO's client's and recent project list include Arup, Accor Services, Avon, Boomerang, Coca Cola, Cartoon Network, Easynet, Everest, Freesat, Humana/ NHS, IBIS Hotels, Le Creuset, LG, Mercure hotels, National Trust, Orange, Pringles, Purves and Purves, Santander Bank, The Brit Oval and Wateraid.
ABOUT JAM:
i-level, digital communications agency, launched its social media unit Jam in March 2008 to help Marketers understand the social media environment. Jam brings core marketing disciplines together to make sense of consumer conversations and help brands communicate or join the debate. Jam offers a range of services including audience insight through research, social media communication strategies, PR and reputation management and activation. Since launch, Jam has worked with brands including Berocca offering a "blogger's relief pack"; Turner Broadcasting, Orange, Absolute Radio "rock-off", Sony, Next and Bayer.
