Best Toy & Hobby Online Campaign

Campaign: Lego Channel on CartoonNetwork.com
Target: A18-49

Objective: Lego wanted to engage the kid audience where they already gathered in an organic and seamless way. Lego had robust video and gaming content tied to their Lego toys that fit well with Cartoon Network's own shows and games so wanted to leverage that connection and provide an enhanced content experience on CartoonNetwork.com

Strategy: In a first-ever partnership of its kind, Cartoon Network essentially created a "Lego Channel" alongside its own shows in a way that mimicked the way kids consume Cartoon Network show content on the site. Cartoon Network and Lego designed a programming schedule of sorts with timed video and game releases timed around product launches with promotional activation that followed the same model used by Cartoon Network to promote its own shows.

Contributors:

CARTOON NETWORK

Location: USA