McVities Flipper Dipper on Cartoon Network
When Penguin launched its flipper-shaped chocolate snack, it was seeking
stand-out on an attitudinal platform that is cheeky, fun, cool and
exciting.
Starcom Motive decided to drive the target audience to the Penguin
Flipper Dipper microsite on the Cartoon Network website. The microsite
environment included a game, Pengball (Pinball with Penguins), and
Flipper Dipper downloads (Penguins surfing on Flipper Dipper
biscuits).
Traditional ads on the TV network and in the Cartoon Network comic
backed up the site activity, inviting viewers to go online. The call to
action reached more than eight million children. Andy Young, the
marketing manager at McVities, said: "It was a great way to launch
Flipper Dipper in a way that let children 'find out first' before the TV
advertising, giving children the opportunity to talk about the brand and
become part of playground cool."
WINNER
Title: McVities Flipper Dipper on Cartoon Network
Media Owner: Cartoon Network
Media Agency: Starcom Motive
Client: McVities
Brand/Product: Flipper Dipper
Marketing Manager: Andy Young
