Cartoon Network Launches Ben 10 World Record Campaign
Cartoon Network, in partnership with star mum Stacey Solomon (X Factor), has kickstarted a major new promo campaign as a lead up to the launch of Ben 10: Omniverse on September 22 2012. The campaign will be fronted by Stacey Solomon herself, as they invite kids to help build a giant alien out of plastic bricks, with the goal of breaking the record for the number of participants.
The form of the alien will be based on Bloxx, which is one of the featured aliens in the Ben 10: Omniverse TV show and Bandai’s toyline for the series. Dubbed the “Alien World Record Challenge”, the campaign will run through the summer holidays and will visit nine UK shopping centres, including Meadowhall in Sheffield, the Arndale centre in Manchester, Birmingham’s Bullring and Bluewater in Kent among others.
Participants can bring their own plastic brick to the event, or they can choose a brick from the exiting selection at the event. Once participants have laid a brick they’ll be able to push a button on a huge counter clock keeping track of every person who takes part.
A Cartoon Network film crew with live presenters will be at each location. Each participant will also receive a wrist band with a number which can be entered at www.ben10record.co.uk for a chance to win prizes.
“The ambition and scale of the initiative is indicative of our unwavering commitment to the consistently performing hit boys’ action franchise,” said Graham Saltmarsh, licensing director at Turner CN Enterprises UK. “It’s a fun and appealing way to generate excitement for Ben 10: Omniverse that can be sustained over the summer and support our retail partners.”
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