Skylanders for Activision
Activision wanted to achieve numerous objectives with their Skylanders launch;
- Experience the magic - drive interaction and trial
- Excite Families
- Feed the frenzy and create urgency via collectability through 2012
- Be 'the' gift for Christmas 2011
We created a campaign which included a bespoke microsite with game and competition mechanic, online traffic drivers, a weekend homepage and gamepage takeover, a one week game trailer in video section on CN and Boomerang plus a permanent competition on the win tab on CN and Boomerang.
The Activision Skylanders site performed exceptionally well and had a consistent dwell time of over 7 minutes. The site gave kids the chance to win some fantastic Skylanders prizes if they were successful in finding Spyro!
We hid the eight Characters on editorial placements across some of our most popular show sites on the Cartoon Network website. The mini-sky's were permanently placed on sites such as Ben 10, Chowder and Generator Rex, and encouraged collectability throughout the campaign.
If kids were successful in finding Spyro, they had the chance to enter our competition to win some great Skylanders prizes. However, if they managed to find all eight (completing the set), they were able to download and print an exclusive collectors poster.
When kids found a mini-sky, that character would appear on the Portal replicating the ‘Boom' effect from the game. This drove interaction and encouraged kids to hunt the other characters to add to their collection.
The Skylanders collectors poster, was an exclusive poster that was available to download by those that managed to find all the characters and complete the set. As and when the characters are collected, they appear at the top of the collectors poster, and encouraged further engagement and collectability.
Commercial traffic drivers were placed across Cartoon Network and Boomerang to direct users to the Skylanders microsite that was hosted on CartoonNetwork.co.uk.
The Homepage Takeover maintained the momentum and excitement of the Skylanders campaign. The Skylanders official banners were on a permanent placement on the Homepage and Gamepage for the duration of the two days, with a click through to the official Skylanders site where kids were able to discover the entire Skylanders range.
- Over 1,160,000 page views
- Over 46,500 unique visitors
- Over 5,200 competition entries!
- Average time spent over 7 minutes
For further detail...
Download the document below, or contact our S&P team here