360 degree marketing for children on GMTV

GMTV’s latest competition on its Toonattik TV show uses 360 degree marketing to tie online activity into the on air format.

During the TV show children can win the opportunity to “creatively apply” makeup to the presenter of their choice in a future episode. The TV slot promotes a website competition where children can use a virtual copy of a digimakeover product to apply wigs, make up and false eyelashes to photographs of the two presenters. Kids can then enter their altered images into the competition. By the time the results are shown on air, a child will have followed the brand through a TV show, onto its website and back to the TV show.


Some examples of Toonattik competition entries

GMTV is also running a competition for children to design the next Toonattik Twizzler website game. The winner will have their game made by 4T2 and then personally launch it on the show. More about this soon.

At the same time 4T2 have just released the latest Twizzler mini-game for Toonattik: Attik Racer.

Various secrets are revealed on the TV show each week to encourage interaction between website and on air content. In this case cheat codes given out by the presenters add a gloop gun to the vehicles and children are told how to enable a funny mode, which swaps the cars for racing snails. All of the points scored in Twizzler games result in a prize being given out a future show to either the boys team or the girls team.

Encouraging interaction between the website and the programme is one of the key reasons Toonattik has seen a 600% increase in website’s visitor levels compared to the same time last year.

Have you seen any good examples of this kind of behaviour recently?