Promotions, on-ground initiatives, and contests. Kids channel Cartoon Network, for the last ten years, has attempted to connect with its audience - essentially children in the age-group of 4-14 - with all these marketing tools.
The effort continues this year too with its 16-city talent hunt 'Join the Powerpuff Generation', which commenced on June 27. Cartoon Network is on the lookout for three boys and three girls, who can anchor shows or episodes on the channel.
For this, the broadcaster will advertise on air, online and conduct a six-city school contact programme through July to get entries from kids. Some 1,000 children will be subsequently shortlisted in Mumbai, Delhi, Kolkata and Bangalore for live auditions, while about 50-100 kids in 12 other cities such as Chennai, Cochin, Ahmedabad, Surat, Jaipur and others will be shortlisted for virtual auditions at Reliance Web World outlets.
Ninety-six contenders will then participate in a mega final around end-August, which will test the child on various parameters including screen presence, personality etc. The winners, of course, will become anchors on the channel besides taking home a bag of goodies.
Eight brands including Cadbury's, Camlin, Kissan, Reynolds, Parle-G, Parry's, Kellogg's and Horlicks have partnered with the channel for the event.
Last year, advertisers such as Samsung, P&G, Kwality Wall's, Boost, Faber-Castle etc were associated with the channel's Toon Games initiative. The year-before, Cartoon Network had organised a Toon Yatra and before that, it was the popular Toon Cricket that helped build connect for the channel.
Vivek Krishnani, director, marketing, Cartoon Network and POGO, says that the channel has plans for more mega initiatives. "At the moment though, our focus is on the talent hunt," he adds. © 2005 agencyfaqs!