Marketing of a Special or Documentary/Documentary Series
By | June 26, 2013
Winner
Cartoon Network’s Stop Bullying: Speak Up
To promote original special “Speak Up,” part of its Stop Bullying: Speak Up initiative, Cartoon heavily promoted the series online, on-air and through strategic partners. Bullying prevention PSAs featuring network talent aired on Turner channels. Online, Cartoon received pro bono support from YouTube, Facebook and digital partners, including addictinggames.com. It updated its StopBullyingSpeakUp.com site with educator and parent sections and held a special screening in joint partnership with the Dept of Health and Human Services that more than 400 students attended. It also made the special available for free on iTunes, Xbox, Comcast VOD and its Website (no authentication required). The special was watched by more than 1.5mln total viewers when it aired on Cartoon March 18. An additional 125K watched the special online at StopBullyingSpeakUp.com. There were many VOD plays and multi-million impressions via press coverage.
Honorable Mentions
Investigation Discovery – Scorned: Love Kills Series Launch
ID made sure it knew its audience for this new show—heavy TV watchers who love magazines and TV, specifically CBS soaps, and are generally low-tech. It made its media buys accordingly, including buys in People and Star.
TLC – Breaking Amish Launch
This campaign relied primarily on strong on-air spots, significant PR and a strong lead-in with “Long Island Medium.”
