Effort: "Dexter's Duplication Summer."
Agency: Beyond DDB, the integrated communications group of DDB Needham Worldwide, Chicago
Twist: To let kids know its popular weekly animated series "Dexter's Laboratory" will start appearing every weeknight as of June 15, Cartoon Network enlisted Discovery Zone play centers as the exclusive on-air sponsor of an eight-week promotion. Viewers can win Dexter-theme prizes every day, but one grand prize winner of a sweepstakes will get to have Dexter's lab duplicated in his own bedroom by Cartoon Network's designers. A giant, mobile vehicle duplicating Dexter's lab will rove the U.S. this summer promoting the new program schedule and the sweepstakes, giving away Dexter-related prizes to thousands of kids.
Vital statistics: The promotional tour will make 58 stops in 24 cities through Aug. 26. The grand prize includes new standard bedroom furniture plus a telescope, microscope, TV, VCR, PC with Internet access, cordless phone, fax machine and camcorder. Contest entry deadline is Aug. 7.