The Amazing World of Gumball is the first cartoon show produced by Cartoon Network in the UK. It launched in the US in May.
Bespoke animation has been created for the Xbox for the first time. It will sit within the Xbox Live homepage called Spotlight, also accessible on Kinect, to create a branded environment.
Turner Broadcasting’s UK marketing team has worked in partnership with The Amazing World of Gumball production team and the Xbox senior design team in the UK and the US to create the animated environment.
Turner is targeting kids aged 4 to 11 with the interactive activity to showcase the cartoon. There will be themed player avatars and wallpapers for users to download and millions of Xbox credits to give away.
The Xbox branded partnership as part of a campaign which includes cinema, TV and online activity.
Director of consumer marketing at Turner Broadcasting Sally Bezant says: “This is a truly engaging partnership which takes our content out to where kids are, and allows them to experience and interact with it in a totally new way.”
Chris Breeze, solution sales executive for Xbox adds: “Xbox will help Cartoon Network reach the core audience of 4-11 year old kids, as well as the parents who are the ultimate decision makers. The experience for the users will be highly interactive and engaging encouraging dwell time and repeat visits.”
The Xbox partnership was brokered by MediaCom on the back of research carried out by Mediacom London, which showed that games consoles and in particular Xbox, are becoming a core media platform for younger kids in the UK, with 4.1M of the 6.7M Xbox’s sold within UK in the last 12 months to households with children 3-15yrs.