Effort: "Cartoon Cartoon Fridays" tour.
Agency: In-house, with RPMC, Los Angeles
Twist: Making the most of a limited marketing budget, Turner Broadcasting System's Cartoon Network is promoting its "Cartoon Cartoon Fridays" night lineup of original animated programming with its second annual nationwide tour. It will visit 13 cities in cooperation with seven major cable TV system operators. Consumers can sample the programs via a 35-foot inflatable "movie" screen surrounded by inflatable program characters.
Vital statistics: The new "CartoonNetwork.com Mobile" vehicle accompanies the tour, allowing kids to send e-mails to their favorite characters. Local cable operators will provide prizes and giveaways in each market. A sweepstakes in each market to win an expenses-paid trip for four to Universial Studios Hollywood is included. Local radio stations will back the promotion, and winners will be posted on the Web site. The tour runs June 9 to Sept. 1.