Best Toy & Hobby Rich Media Online Ad

CartoonNetwork.com underwent a major site redesign in October, 2009. In order to generate buzz and excitement around the redesign happening just before the holiday season, Hasbro and CartoonNetwork.com partnered for a custom rich media redesign stunt to bring kids in on the fun!

As a follow-up to an on-air/online Nerf Raider CS-35 9/9/09 release campaign, Hasbro received exclusive ownership and integration into the 10/12/09 redesign of the CartoonNetwork.com site.

The Cartoon Network creative team took product shots and assets of the Nerf Raider CS-35 and created an animated and interactive overlay on top of the “old” CartoonNetwork.com homepage with the following action:

1. User arrives on CartoonNetwork.com on 10/12/09 to the “old” homepage.
2. An image of the CS-35 animates over the page with instructions to “Help launch the new CartoonNetwork.com…”
3. User can then take control of the CS-35 and “shoot down” the old site with Nerf darts
4. After a few seconds of shooting, the old site falls apart to reveal the new CartoonNetwork.com
5. The new homepage is roadblocked with Nerf Raider CS-35 ad media that allows users to repeat the experience or click through for more information on the CS-35

The Hasbro Nerf Raider CS-35 rich media redesign sponsorship was like nothing else CartoonNetwork.com had ever executed and it caught the attention of kids in the best way possible. It drew kids’ attention to the redesign and gave them an opportunity to experience a virtual CS-35 before buying the product.

Contributors:

Online Producer:	Holly Simpson
Creative Director:	Jason DeMarco
Online Producer:	Holly Simpson
Manager, Strategic Marketing & Partnerships:	Chris Kilroy
Art Director:	Fassy Veith
Web Developer:	Matt Brohammer
Web Developer:	Dave Mandeville
Production Manager:	Jennifer Miller
Techincal Director:	Jim Wentzel
Associate Creative Director:	Mary Rutt

CARTOON NETWORK

Location: USA