Back Catalogue DVDs for Warner Bros
The Campaign
Turner Media Innovatiosn created a sustained on-air and online campaign to promote key kids titles in the Warner Bros back catalogue of DVD titles.
The Warner Brothers Back Catalogue microsite maintained consistent results throughout the campaign. The site had interactive activities (including Popcorn you could shake and a drink you could slurp) and had regular re-skins to reflect the different DVD promotion. Each DVD promotion gave the users a chance to play some great games to win some fantastic prizes including PS3 and games.
Throughout the campaign, the main microsite was refreshed to reflect the current DVD promotion. The themes were; Star Wars: Clone Wars, Scooby Doo and Ben 10.
Each refresh also had a relevant new game mechanic which was either a question and answer or a game. All other elements (apart from the design) stayed the same.
Traffic drivers were placed on both websites (Cartoon Network and Boomerang) that drove kids to the Warner Brothers Back Catalogue microsite. There was also a pre-roll that was housed within our ‘Videos' section that raised extra awareness of the microsite.
Another section on the microsite, was the DVD Collection section. After each burst of activity, those particular DVD's became available as a collection on the shelf at the top of the microsite. All of the DVD trailers were accessible via the ‘Collection' button on the remote control - easily switching back to ‘current' highlights.
Results
Burst 1
- Unique Visitors - Over 7,000
- Page Impressions - Over 56,000
- Average Time Spent - Over 5 mins
- Competition Entries - Over 3,500
Burst 2
- Unique Visitors - Over 9,800
- Page Impressions - Over 76,500
- Average Time Spent - Over 5 mins
- Competition Entries - Over 8,400
Burst 3
- Unique Visitors - Over 6,700
- Page Impressions - Over 70,500
- Average Time Spent - Over 7 mins
- Competition Entries - Over 3400
Burst 4
- Unique Visitors - Over 13,000
- Page Impressions - Over 82,500
- Average Time Spent - Over 5.5 mins
- Competition Entries - Over 2,400
Burst 5 & 6
- Unique Visitors - Over 10,400
- Page Impressions - Over 22,200
- Average Time Spent - Over 7 mins
- Competition Entries - Over 4,500
For further detail...
Download the document below, or contact our S&P team here
