The Heroes and Monsters concept was centred on an on-air themed Sinbad weekend; the highlight being a two-hour branded Sinbad broadcast. A variety of competition/promotional spots ran encouraging kids to vote for their favourite heroes & monsters. MediaCom also negotiated two 5-minute “making ofs” that were scheduled alongside DreamWorks commercial spots–a first for DVD. The promotion also ran across other Fox Kids properties-Fox Kids email newsletters, On-air mentions & Fox Kids magazine.

Awareness of Sinbad vs. other Fox Kids pre-Christmas advertising was significantly higher.The campaign only ran because MediaCom showed how it complimented local media activity. MediaCom delivered double the media value for the investment and negotiated significant production savings, which was then re-invested in communications. Sinbad was brought to life with over 16m impacts (on-air and on-line) for less than 5% of European marketing spend.