Target: K6-12
Objective: 20th Century Fox wanted to engage our key demographic with the upcoming release of Diary of a Wimpy Kid: Rodrick Rules by giving kids an exclusive look into the making of the movie.
Strategy: Fox gave Cartoon Network unprecedented back-stage access during the filming of the movie to capture exclusive behind-the-scenes footage. Using this footage, Cartoon Network produced a series of video segments � giving our fans an insiders look of the film. Our video pieces consisted of talent interviews, special looks, the making of a scene, and even auxiliary �in-character� pieces. Each video segment was housed in a Wimp Kid digital hub on CartoonNetwork.com, where the content rolled out over a series of weeks, leading up to the films in-theaters release - keeping the site fresh and compelling viewers to return for each new video installment. Cartoon Network produced an on-air custom spot and rich co-branded ad media that drove fans to check out the digital hub and all of the exciting behind-the-scenes video content.
