Class:
Business to Business
Promotion/BudgetObjective:
To introduce the new 24-hour Cartoon
Network to cable television stations.
Strategy and
Execution:
To launch the
new Cartoon Network, which includes two of the world's largest
animated film libraries, Hanna-Barbera and Warner Brothers, the
network and its specialty advertising counselor chose a theme and
packaging familiar to fans of the "Wile E. Coyote/Roadrunner"
cartoons. The 500 targeted cable television stations first received
a custom brown box with lid copy reading "One ACME Launch Assistance
Tool." A note attached to the miniature crowbar inside read
"Caution: Use only in conjunction with forthcoming ACME Launch Kit,
Model A1." Wooden crates with the ACME logo were mailed via
overnight delivery two weeks later to the stations. The crates
contained promotional "launch" literature, ad slicks, video and
cassette tapes about the new network. Rounding out the materials was
a t-shirt imprinted with Yogi Bear carrying reels of
cartoons.
Results:
Of the 500
targeted cable stations, 480 signed agreements to receive the
broadcast of the Cartoon Network. Ted Turner was reported to have
called this his "most successful launch of a new
network." |
