Teletoon Retro’s New Awareness Campaign Invites Consumers to Induct Characters into the Teletoon Retro Hall of Fame
(Toronto, ON, November 11, 2010) — Is Bugs the most beloved or does Tweety take the cake? TELETOON Retro has launched a national awareness campaign in English Canada to increase familiarity and viewership of the classic cartoon channel and its programming among parents, kids and adult fans. The campaign is centered around a newly launched TELETOON Retro Hall of Fame concept that invites consumers to vote for their top five Retro characters of all time.
“We have found that classic cartoons resonate with adults and children alike, making TELETOON Retro widely appealing to a co-view audience,” said Karen Touma, Director, Marketing, TELETOON Canada inc. “By introducing the TELETOON Retro Hall of Fame, we can directly connect with our viewers by letting them share their passion for cartoons and cartoon characters. We are already seeing incredible engagement through our recently launched TELETOON Retro Facebook page which has garnered over 5000 fans in just over a week.”
The TELETOON Retro Hall of Fame campaign searches for the top five TELETOON Retro characters by encouraging fans to vote for their favourite TELETOON Retro characters of all time on www.teletoonretro.com, while also giving them a chance to win a trip for four to see Bugs Bunny at the Symphony in one of several North American cities (valued at $6,000). With voting closing on December 6, the five characters with the highest number of votes will become the inaugural inductees into the TELETOON Retro Hall of Fame. The event will culminate with each of the top five characters being featured in their very own 24-hour programming marathon during Boxing Week on TELETOON Retro.
The integrated campaign is supported through social media, on-air promotion and off-channel support as well as radio, print and online advertising.
A key component of this initiative is a social media campaign that was developed by TELETOON Retro in collaboration with integrated digital and interactive marketing agency Tribal DDB. The elements include micro-media and search buys and the launch of the TELETOON Retro Facebook page. The page features daily content to generate community engagement and also offers fans the opportunity to vote for their top five characters using the “polls/quizzes” tab of the TELETOON Retro Facebook page and the option of sharing their personal top five with their friends on their own Facebook page wall.
On-air television spots are currently running on TELETOON and TELETOON Retro, with a special spot targeting adults 18-34 airing during the post-9 p.m. “TELETOON at Night” programming block. The TELETOON Retro Hall of Fame campaign is also being supported through radio spots on family-targeted radio stations, an online media buy targeting kids 6-11 and adults 18-34 and print support in Today’s Parent, The Magazine and Metro newspapers in major markets across Canada.
TELETOON Retro will also have an off-channel presence, distributing TELETOON Retro sticker sheets at major family-targeted events including Toronto’s Santa Claus Parade, Illuminite and Kidzfest.
TELETOON Retro presents classic cartoons all day, every day. A nostalgic throwback to favourites of the past, TELETOON Retro delivers new laughs with familiar friends to over 7 million Canadian homes. Available in both English and French, TELETOON Canada inc. brings kids, youth and adults the best in animated and animation-related entertainment with four nationwide specialty television channels — TELETOON, TÉLÉTOON, TELETOON Retro and TÉLÉTOON Rétro. Founded in 1997, TELETOON Canada inc. is owned by Astral (50%) and Corus Entertainment (50%). For more information, please visit www.teletoon.com.
