TELETOON Brings Out the Superfan in Viewers with New “I am a Superfan!” Campaign

TELETOON Brings Out the Superfan in Viewers with New “I am a Superfan!” Campaign

Press Release from Teletoon

A super-charged social media, on-air, online and off-air marketing campaign launches TELETOON’s “Superfan Friday” programming block

(Toronto, ON, September 10, 2010) – TELETOON kicks off the fall season with the launch of a 10-week campaign, beginning today to promote the fall programming line-up of the “Superfan Friday”/ “Vendredi Superhéros” programming block. New programming premieres Friday, September 17 and offers two hours of programming dedicated to action hero favourites for kids (6-11) and adults (18-49).

With a brand refresh that features a new, bold superhero inspired logo, the campaign leverages the “I am a Superfan!” concept in English Canada and “Je Suis un Superfan!” in French Canada through an integrated three-phase campaign aligned to the broadcast premieres of the Lucasfilm, Marvel and DC programs that are part of the English and French “Superfan Friday” programming block. The campaign includes an extensive social media plan, stunt programming, on-air promotion, off-channel marketing efforts and a refreshed Superfan microsite on www.teletoon.com.

“The many online, on-air and off-channel facets to the “I am a Superfan” campaign are designed to appeal to the Superfan in everyone,” said Russ Ward, Vice President, Marketing, TELETOON Canada inc. “We’re particularly excited to complement this campaign with TELETOON’s first major social media push that not only engages Superfans in an interactive experience that extends beyond our traditional efforts, but also allows TELETOON to reach out to and build a relationship with a social community that aligns perfectly with the Superfan Friday target audience.”

In addition to a comprehensive Superfan Friday microsite – that features interactive games, videos, the “I am a Superfan!” contest and the “Superfan Yourself” application – and on-air promotional spots running on TELETOON, Superfan Friday campaign highlights include:

Social Media

TELETOON has collaborated with Tribal DDB, the integrated digital and interactive marketing group of DDB Canada, to create a robust plan to support the Superfan Friday campaign. The focus of the social media campaign is the launch of the Superfan Friday Facebook page which offers fans exclusive information and content including video footage from Fan Expo Toronto and Montreal ComicCon. Fans can also participate in Superfan Friday related applications that will be made available over the next few months including ‘Superfan Yourself’ where fans can upload a photo to ‘become’ their favourite Superfan character – then use it as their profile picture and share it with their friends. A selection of fan favourite characters will be available to choose from for all of the Superfan Friday programs – Star Wars: The Clone Wars, The Avengers: Earth’s Mightiest Heroes, Batman: The Brave and The Bold and Justice League in English and Batman: L’alliance des heros, Wolverine et les X-men and Star Wars: The Clone Wars in French. Visit Facebook.com/TELETOONSuperfan  or Facebook.com/TELETOONsuperheros for details.

“I am a Superfan!” Contest Promotion

Superfans are also invited to visit the brand new Superfan site at teletoon.com to enter the “I am a Superfan!” contest for a chance to win a family trip for four to Orlando, Florida to experience rides inspired by their favourite Superfan characters (approximate value $7,500).

Marketing/ Sponsorship

A multi-platform advertising campaign to promote the “Superfan Friday” programming block includes an online media buy targeting boys 6-11 and adults 18-49 and a Facebook campaign buy that will feature Star Wars: The Clone Wars, The Avengers: Earth’s Mightiest Heroes and Batman: The Brave and the Bold. Print support includes full page ads in Kidsworld Magazine and LEGO Club Magazine.  Additional promotion includes retail danglers through LEGO, sponsorship of Fan Expo Toronto, Montreal ComicCon and the Ottawa International Animation Festival and an extensive on-air campaign on TELETOON.

About “Superfan Friday”

The “Superfan Friday” programming block airs on TELETOON Friday nights from 7 p.m. to 9 p.m. The target audience is kids (age 2 to11) and adults (age 18-49). Superfan Friday offers up two hours of programming dedicated to the fans who can’t get enough of their favourite action heroes from Batman and Superman to Obi-Wan Kenobi. Fans and followers can catch up with some of the most famous action heroes around with Justice League, Batman: the Brave and the Bold, Star Wars: The Clone Wars and, launching this fall, The Avengers: Earth’s Mightiest Heroes.

This fall, the “Superfan Friday”/” Vendredi Superhéros” programming block will include an action-packed evening of back-to-back episodes of:

*On Friday, September 17 the new season of Star Wars: The Clone Wars will premiere with two back-to-back episodes airing at 8 p.m. and 8:30 p.m. ET/PT in English and French.

TELETOON is where cartoons live – all day, every day. Watched in over 7.9 million homes, TELETOON features heroic action shows, hilarious comedies along with hit blockbuster movies. Available in both English and French, TELETOON Canada inc. brings kids, youth and adults the best in animated and animation-related entertainment with four nationwide specialty television channels – TELETOON, TÉLÉTOON, TELETOON Retro and TÉLÉTOON Rétro – and select programming is also available On Demand, Mobile TV, iTunes and teletoon.com. Founded in 1997, TELETOON Canada inc. is owned by Astral (50%) and Corus Entertainment (50%). For more information, please visit www.teletoon.com.