Monday, March 28, 2011
Cartoon Network Features Exclusive Footage from "Diary of a Wimpy Kid" Sequel
Cartoon Network and Twentieth Century FOX are coming together once again to provide Diary of a Wimpy Kid fans exclusive on-air and online content from the set of the latest film, Diary of a Wimpy Kid: Rodrick Rules, the sequel to the 2010 surprise movie hit. Building off of the success of the co-branded promotion for the first film’s debut release, Cartoon Network will provide an exclusive look at the new film through behind-the-scenes content, interactive opportunities, photos, on-set videos and more. The promotion launched online the week of March 7 at www.CartoonNetwork.com/wimpy and will continue throughout March.
“After Kidscreen recently recognized our 2010 campaign with a Best Integrated Promotion award, we could not be more excited to deliver Diary of a Wimpy Kid fans even more content this time around, with Diary of a Wimpy Kid: Rodrick Rules,” said John O’Hara, executive vice president and general sales manager of Cartoon Network Ad Sales and Marketing. “As Cartoon Network viewers engage themselves with our offerings across linear and digital platforms, it’s imperative that our Brand Activation and Media Partnership division continues to deliver these types of custom opportunities to our marketing partners.”
“I'm very excited about the partnership between Cartoon Network and Twentieth Century Fox to promote the second Diary of a Wimpy Kid movie, Rodrick Rules,” said Jeff Kinney, author of the “Diary of a Wimpy Kid” book series. “Cartoon Network was a dream to work with, and they worked hard to bring Greg Heffley's world to life in an interactive format for their audience. I'm thrilled that kids who visit Cartoon Network's site will get to see Rodrick's band, Löded Diper, in all its glory. Cartoon Network has done an amazing job of bringing a great Wimpy Kid experience to their audience!”The custom Cartoon Network online destination for Diary of a Wimpy Kid fans will feature key movie artwork and famous hand-drawn illustrations found from the book series. Fans will be immersed in Wimpy Kid Greg Heffley’s world, where they can access “Greg and Rowley’s Secret Web Page” and “Löded Dipers’ Webspace.” Each section is developed in a dedicated tone and style reflecting the characters’ personalities. The web site will also feature Diary of a Wimpy Kid: Rodrick Rules behind-the-scenes video, on-set videos, pictures and interactive elements, with new content rolling out at the start of each week.
On March 24, during Cartoon Network’s Thursday night lineup, Diary of a Wimpy Kid fans tuning in were rewarded with exclusive behind-the-scenes content from the new movie. One piece was custom-produced by Cartoon Network and featured a musical look at Löded Diper, the band fronted by older brother Rodrick.
About Cartoon Network
Cartoon Network (CartoonNetwork.com), currently seen in more than 99 million U.S. homes and 166 countries around the world, is Turner Broadcasting System, Inc.’s ad-supported cable service now available in HD offering the best in original, acquired and classic entertainment for youth and families. Nightly from 9 p.m. to 6 a.m. (ET, PT), Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired animated and live-action comedy series for young adults 18-34.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.