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Toon Creator Awards - HP and Cartoon Network Partnership
To immerse kids in a unique experience that combined state-of-the-art technology with the funniest cartoons on TV, HP and Cartoon Network partnered in 2009 to launch the inaugural Toon Creator Awards.
Comprising an online, on the ground and on-air component, the three month campaign saw the Toon Creator platform experience over 6.5 million page views and 1.1M unique visitors. Users created over 227k animations and the school contact program reached 175 schools in Singapore, Malaysia, Thailand, Australia, & India.
Now an annual event, the 2010 Toon Creator Awards have kicked off with all-new features this year.
Campaign Overview:
To inspire creativity in kids through Hewlett-Packard and Cartoon Network, as well as promote HP’s position as a leader in creativity and innovation.
Mechanics:
Kids were invited to create their very own animation with Cartoon Network characters (i.e. Ben 10: Alien Force and Chowder) after viewing a mini cliffhanger.
Visitors to the site were invited to rate the entries, and finalists were selected from the various markets. Registered users were then invited to vote on the finalist entries, in addition to Turner assessing which of the animations were the most skillfully created.
Country winners, School winners and Grand Prize winners won cool HP Touch Smart PCs.
Online:
The Toon Creator Animation Online Platform was created to encourage kids to create their own animations. HP computers were integrated throughout the Toon Creator site.
On the ground:
HP also leveraged Cartoon Network’s connection with kids through the School Contact Program, in order to promote the campaign to kids at school. The program reached out to schools in Singapore, Malaysia, Thailand, Australia, and India; inspiring students to be creative and use their imagination through Cartoon Network’s popular characters and HP’s user-friendly technology.
One 30 sec. HP TVC spot, two 30 sec. Toon Creator recruitment spots, and one 30 sec. Toon Creator winners’ animation vignette.