The Cartoon Network website has been turned upside down in a media first.
Magic Box has launched its new Kobots range this week and it's teamed up with Generation Media for the special promotion. Turner Media Innovations produced the actual takeover.
To demonstrate the dual action play of Kobots – activated by flipping a figurine’s base, the Cartoon Network homepage will initially appear upside down to users today (Thursday, February 21st).
The site can be restored to normal by users who must fire virtual Kobots through a 'Kobotron'. Even the mouse cursor has been transformed.
The promotion links to the custom-built Kobots Federation website which went live last week.
Magic Box is also running TV activity and will have presence on other boys’ sites, as well as on YouTube over half term.
Ben Harper, UK & Ireland Director at Magic Box, said: "The flipped homepage is a real eye-catching introduction to the Kobots Federation, but it also promotes a stand out feature of Kobots – that the base can be flipped upside down to change the game play."
Generation Media's Head of Digital Martin Doyle added: "We considered the USPs of Kobots and how these could be communicated in an online promotion. Cartoon Network are the perfect partner, offering an interactive and engaging mechanic."
Turner Media Innovations' Digital Sales Manager Stephen Penston commented: “We have been working to develop promotions and new digital formats to enable clients to engage with the valuable kids online audience in new and innovative ways.
