Roadshow Films STAR WARS: THE CLONE WARS
Our Challenge : Assist Roadshow films cut through the clutter for the launch of STAR WARS: THE CLONE WARS. Targeting kids 5-12 & Parents.
Our Response was simple. USE THE FORCE - of
Cartoon Network to create the buzz and let the kids create the content.
In collaboration with the Cartoon Network we developed the 'Light Saber Challenge', a totally interactive campaign.
A strong on air call to action invited kids to demonstrate their best Jedi Light Saber movers and submit video entries online.
The Creative Cartoon Network crew then took the top entries submitted and professionally animated a real light saber into the hands of the viewers and added some cool sound FX.
The result was user-generated content that amazed.
Viewers were able to continue to interact and participate by voting for the best video with the chance to win a 'Once In A Lifetime' screening and their own personal light saber.
This integrated on air, online approach that included user generated content creation, achieved a remarkable result for the client and for the kids who played along.