Comprised of CNN, Cartoon Network, [adult swim], TCM, TBS, TNT and other well-known television brands, Turner Broadcasting is a global leader in the entertainment industry.
In September 2012, Turner Broadcasting engaged the services of Clockwork Media to launch the new season of the popular cartoon franchise, Ben 10. The agency mandate was to secure audience numbers at the South African launch and make both the consumer and the media aware of the product.
To achieve this goal, Clockwork Media devised a campaign which integrated digital, traditional and below the line media, as well as experiential marketing. The campaign orchestrated a UFO hoax, which had hundreds of thousands of South Africans convinced that there had been an alien aircraft spotted in the Johannesburg area on 3 September 2012.
A website was created to host the required content and a Twitter profile was set up to capitalize on the campaign’s viral potential. High profile media personalities and online influencers were engaged in order to capture public attention.
The campaign resulted in prime time radio coverage on 5fm as well as 702, ultimately securing R2.2 million in PR coverage, as well as significant reach on Twitter and 1 800 competition entries – all within the space of 24 hours.