The relaunch of cartoonnetwork.co.uk on 16 June will provide the brand’s target audience of 7-11-year-olds with social media features, personalisation and games.
The site will feature a social networking functionality called My CN, where kids will be able to safely interact using a range of pre-selected statements and messages.
Users will also be able to customise the site with backgrounds and avatars of Cartoon Network characters, and play games to win virtual trophies.
They can also access exclusive content, such as games, videos and downloads for popular Cartoon Network programmes such as Ben 10, PowerPuff Girls, Bakugan and Star Wars: The Clone Wars.
This content can be saved as favourites in users’ My CN profiles, where they can rate and share videos and collect coins, which can be won in online tasks and competitions and redeemed to access exclusive content and new levels to games.
Turner hopes the features will increase the time users spend on the site, providing advertisers with a more engaged audience. The site will feature banners, MPUs and pre-roll ads around videos and games.
Turner will update the site throughout the year, adding an avatar creator, news feeds and game leaderboards. It also plans to launch a multi-player game later in the year.
Caroline Casey, director of digital development at Turner Broadcasting EMEA, said, “Cartoon Network is a key destination for kids, and parents know it’s a safe destination. The site has always performed well and the relaunch is about providing new features. It’s not about creating an in-depth social experience but about providing more interaction, especially around gaming.”
As well as the UK, the site, created by digital agency VML, will roll out across Denmark, Germany, Italy, the Netherlands, Norway, Poland, Romania, Spain and Sweden.
This story first appeared on newmediaage.co.uk