Our idea was to leverage recognizable Cartoon Network talent who would resonate with kids and generate hype around the Skylanders Imaginators game.

We teamed up with talent and social influencer, Jeremy Shada (voice of Finn from the hit series ‘Adventure Time’) to promote the game and its new Skylanders Creator App.

Using an interactive, content-led approach, Jeremy was featured across Cartoon Network’s multi-platform assets actively promoting the game and inviting participation from fans by creating their own Skylander Imaginator.

Over a 6-week period we implemented a three-phased approach:

Call-to-action Phase – video content was promoted across all platforms encouraging fans to purchase the game, download the Skylanders Creator App and upload their own Skylanders creations to CartoonNetwork.com.

Submissions Phase - inspired by Jeremy’s Imaginator, kids created their own character and uploaded an image of their creation to a custom Skylanders-branded digital hub on CartoonNetwork.com. Submissions had the chance to be featured as Jeremy Shada’s “Pick of the Week”.

Pay-off Phase - “Pick of the Week” winners were displayed in the “Winners Circle” online and in the Cartoon Network App, as well as on-air in a 30sec TV commercial.

Social media posts on the Adventure Time and Jeremy Shada’s Facebook pages, as well as posts on the Skylanders Facebook page and YouTube channel further promoted the campaign and were supported by editorial promotion and online display advertising across Cartoon Network

Fans playing the Imaginators game and Skylanders Creator App have created more than 25 million characters.

Skylanders is now the 11th best-selling console game franchise of all time (including toys and accessories) and there are now more than 300 million Skylanders toys in the hands of fans.

Video views and engagement metrics surpassed benchmarks with over 314,000 organic views on social media and 32,000 views on the Skylanders Hub and within the Cartoon Network App.

Favorability of the content was high, with the four “Pick of the Week” spots receiving over 268,000 ‘likes’ on the Cartoon Network App.

The TV campaign and social media posts delivered massive reach, with TV generating 8.7 million impressions and the Adventure Time Facebook post alone reaching 1.1 million fans.

#Skylanders generated 60,000 social mentions, 93% of which were positive.