Cartoon Network Asia-Pacific Wins Three 2018 Spark Awards For Its Ben 10 Rise Of Vilgax Campaign
Cartoon Network Asia-Pacific’s Ben 10: Rise Of Vilgax marketing campaign has won three Spark Awards, the Spark Awards celebrates excellence in the media industry in the Asia-Pacific region. The campaign won an gold award in the “Best Programme Promotion” category and has also won bronze awards in the “Best Media Solution – Social Media” and “Best Media Solution – Integrated Media” categories. The awards ceremony was held at the Shangri-La Hotel in Singapore on 17th August.
The campaign was conducted to help revive interest in a long-running and established animated property – Ben 10 and it was Cartoon Network Asia-Pacific’s solution to rekindle the interest of multigenerational fans of the franchise, appeal to fans on social media, and to introduce the show to younger children who aren’t familiar with the successful series.
The Rise Of Vilgax offered a layered multi-platform storyline campaign utilising Cartoon Network APAC’s Facebook page, YouTube channel, the Cartoon Network website and the television channel. The campaign created an experience that children would want to follow every day, they could also influence and outcomes in the story by taking the role of a hero with a mission to save the world which immersed participants in Ben 10’s universe. Cartoon Network APAC ran the campaign for 12 days between 10th and 24th February. On Facebook alone, Cartoon Network Asia’s Facebook page has a total of 3.3 million fans, by using Facebook, Cartoon Network issued a call for help on Facebook Live asking fans to help Ben fight against Vilgax in a final showdown.
Before taking on Vilgax, Ben had to Omni-Enhance his aliens, making them bigger, faster and stronger for battle. Over 10 days, children were asked to participate in daily challenges, each of which was themed on an alien. Alongside this campaign, a Ben 10 chatbot was launched, the chatbot answered questions about Ben 10, the aliens of the Omnitrix and his fight with Vilgax.
The top three aliens from the poll were eventually picked and featured in a stop motion animation battle launched exclusively on Facebook Canvas. This led the storyline back into the launch of a new season of Ben 10 on Cartoon Network on linear platforms reaching over 7.4 million households. The challenge required participants to co-operate with each other and use their intelligence, creativity or speed to complete. When completed, the new Omni-Enhanced alien was unlocked. Participants were also able to vote for the alien that they wanted to see help Ben in his final battle.
The top three aliens from the poll were featured in a stop motion animation battle on Facebook Canvas.
The campaign was a success and Cartoon Network saw a spike in viewing ratings in Singapore, Malaysia and the Philippines. Cartoon Network website page views in the region increased by more than 83%, visitors increased by more than 27%, unique visitors increased by more than 25% and dedicated Ben 10 show page views, visitors and unique visitors increased by over 94%. On YouTube, Cartoon Network gained 15,000 new subscribers and 160,000 more views.