Jonny Quest Ratings Soar with Real-Life Adventure Contest

Company: Cartoon Network

Programs: Merchandise and travel offerings

Program Types: Consumer

Program Details: The contest gave 19 kids (10 from the U.S.) the opportunity to fly to an undisclosed destination to join forces and execute a secret mission. Additional prizes included "QuestWorld Adventure" gear, including backpack, flashlight/siren, travel journal, pen, glow sticks, and T-shirt. The network's Latin American and Asian divisions also participated in the promotion. To increase viewership, children were asked to tune in to all new episodes of Jonny Quest during a specific week. To enter, the young viewers had to watch an episode, write down the Quest Team's destination and mail it to "QuestWorld Adventure." A total of 200 spots on the Cartoon Network promoted the contest, along with print ads, radio commercials, and merchandise giveaways on the Kids Star Radio Network in four key markets. In addition, a cable-operator contest generated more than 34,000 cross-channel spots.

Objective: The Cartoon Network wanted to promote The Real Adventures of Jonny Quest, a remake of the 1960s series, to attract older children and teenagers. Since the show had been slow in building consistent ratings and many teens had not watched it, the network developed a fantasy promotion entitled "QuestWorld Adventure."

Results: A film crew documented the "QuestWorld Adventure" for on-air promos and merchandising to future sponsors and cable operators. More than 50,000 entries were received in the U.S. Target audience ratings increased 100% during the promotion. QuestWorld Web-site visits jumped 300%, and cable affiliate participation generated more than $3.4 million in incremental cross-channel media support.