ABOUT

Brief: To raise awareness of Cartoon Network’s hit TV show, ‘The Amazing World of Gumball’, amongst its target audience of 6-11-year-olds, Turner Broadcasting asked us to create an engaging microsite prior to the launch of the new season.

Insight: Children aren't content with just being passive observers. We knew they'd respond best to something that would allow them to exercise their active imagination. Something that would allow them to explore as they wish.

Idea: Working closely with Cartoon Network, we designed and built an immersive microsite that allowed us to engage fans by giving them the opportunity to enrol at 'Elmore Junior High’ and become an official pupil. Once enrolled, new students were free to roam the corridors and explore themed classrooms.

The new pupils were encouraged to return to the site to complete daily tasks, quizzes and games. With the opportunity to share scores on Facebook, the potential for social sharing was huge.

Results:
• Launched in 17 markets around the globe
• 600,000 unique visitors and counting
• 14 million page views across EMEA (to October 2014)
• Pixel Awards Nomination