Marketing agency BFG Communications has been hired by Cartoon Network to organize its 30-city nationwide Move-It-Movement Tour. The tour extends a six-year effort to promote active and healthy living for children.
The tour began May 1 in Washington, DC, and will end Aug. 3 in St. Louis, MO.
At each stop, families will find eight to 10 tents (ranging in size from 60 x 60 feet to 100 x 100 feet) set up with help from a number of partners, including the Boys & Girls Clubs of America, The President’s Council on Physical Fitness & Sports, FDA’s Spot the Block, NBA/WNBA FIT and NFL Play 60. Each tent will offer a different physical activity. The plan is for the kids to move from tent to tent and end up at the “Chill Zone,” where TV monitors will be running contemporary Cartoon Network programming and kiosks will be available for visitors to check out.
“Through these partners we work back the other way to promote structured activities that are already going on in that market,” Lee Blevins, director of consumer marketing, for Cartoon Network said.
For example, a challenge from Columbia Pictures’ “The Karate Kid” tests focus, balance and strength with workout sessions. 3M Nexcare is sponsoring a Skate Park Challenge where BMX and skateboard experts will perform demonstrations followed by interactive safety and riding tips sessions.
Other activities include soccer and basketball skills and fitness games with additional partners.
Local cable operators helped Cartoon Network identify venues for the events, like zoos, aquariums, water parks, pre-game events at Major League Baseball games, retailers and other locations.
A variety of branded premiums are given away including buttons with character art of physical activities, wallpaper and designs to create T-shirts. Some 40,000 to 50,000 people are expected to attend the events across the 30 markets.
To determine its return on investment, Blevins said the firm looks at a number of criteria, including attendance, testing how the messages are received and if kids change their behaviors and Web traffic.
“The goal is to impress upon them to stay active all year long,” Blevins said. “It’s not a ratings thing. It’s part of the network voice and DNA.”
The Move-It-Movement Tour is the summer effort that ties to other marketing programs in a multi-million dollar yearlong marketing plan that includes in- and out-of-school programs to encourage physical activity. For example, for three years Cartoon Network worked to “rescue recess,” including a game of foursquare that was acknowledged by the Guinness Book of World Records, Blevins said.