To launch the new series of Ben 10 we needed to engage school-age kids (as well as their parents) so a conventional PR programme just wouldn’t cut the mustard.
We had to devise something that would be truly memorable. So we decided to bring key elements of the show to life and, through a clever partnership, create an engaging, interactive campaign for families during half-term.
A multi-layered media strategy delivered 445 pieces of coverage, a 140% increase in awareness and a ratings increase of 343%. And Ben 10 was the #1 show on Cartoon Network on launch weekend.