Ben 10 online campaign entices young fans

Ben 10 online campaign entices young fans

Challenge: Drive tune-in to the new series of Ben 10 Alien Force, the popular animated series on Cartoon Network for boys aged six to 11, while making the audience aware that the show's hero, Ben Tennyson, is now five years older.

Client
Turner Broadcasting
Agency
MediaCom
Media executive
Alexandra Gough

Strategy
Research shows Ben 10's army of fans are a savvy bunch who want tools enabling them to live out the Ben 10 idea of a normal boy who is able to turn into extraordinary aliens. They want exclusive content that enables them to interact with Ben's character and find out more about the aliens he morphs into. Online offers the chance to do this and also helps outline more intricate details of the new series. So we gave the children a world first - the chance to earn and trade Ben 10 merchandise across two of their favourite online hangouts.

Activity
We developed an exchange rate enabling children to trade virtual currency accrued in Bin Weevils (a social networking site for kids) and real currency from items exchanged on SwapitShop (an online trading post) across both sites.
Fans could also interact with Ben 10 Alien Force content via bespoke branded areas. Limited amounts of exclusive merchandise were available on SwapItShop and through competitions on Bin Weevils. Other activity included an online teaser campaign, guiding fans to a dedicated show website. Additionally, on-air, banner and print advertising all ran alongside this activity, while Turner Broadcasting also hosted the UK's largest kids' premiere for the new series.

Results
Some 155,000 unique users visited the Ben 10 Alien Force room in Bin Weevils a total of 460,000 times, with 6.2 million Mulch (Bin Weevils currency) exchanged for Swapits (SwapitShop currency). This led to more than 15,200 bids being placed on items in the SwapitShop auction for 666 pieces of cool Ben 10 Alien Force merchandise. And 34,000 youngsters won Ben 10 Alien Force items for their profile pages on Bin Weevils, while 44,000 children took part in an Alien Hunt around the site to win a Nintendo DS and a Ben 10 Alien Force game.

Alexandra Gough, Media executive, MediaCom

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