NASCAR and Cartoon Network Introduce `NASCARtoon Racing' Brand with Two-Week On-Air and Online Promotion
LOS ANGELES--July 19, 2004--| Interactive Campaign Courts Young Fans By Combining NASCAR Racing Excitement with Favorite Cartoon Network Characters. |
NASCAR and Cartoon Network have teamed to develop the 'NASCARtoon Racing' brand, a customized on-air and online campaign sponsored by Kellogg's and designed to engage young fans with the excitement of NASCAR racing through the familiarity of their favorite Cartoon Network characters.
'NASCARtoon Racing' will be introduced on July 19, 2004, with a national promotion that will extend on-air and online with a national sweepstakes and 'NASCARtoon Racing' Garage game where kids get to design their own Cartoon Network racing car. Additionally, Cartoon Network will create a sustained campaign on-air and online called 'NASCARtoon Racing Presents...' featuring Cartoon Network characters providing fun and highlighting themes such as the Chase for the NASCAR NEXTEL Cup, teamwork and competition. The campaign has been designed to carry the 'NASCARtoon Racing' brand through the end of the 2004 NASCAR season.
"The 'NASCARtoon Racing' campaign is an educational and interactive way to create new NASCAR fans by teaming with the Cartoon Network brand. And, as NASCAR families are likely to experience the car design activity together, we'll help introduce new viewers to the network's colorful cast of characters," says Sarah Nettinga, director, film, television and music entertainment, NASCAR Digital Entertainment.
"NASCAR's broad appeal with men and women, adults and children, means we're able to deliver a great deal of support to cross-promotions such as these," said Liz Schlosser, senior marketing strategist for NASCAR.
"This partnership unites the thrill of live NASCAR sporting events with the unexpected fun and surprise of Cartoon Network," says Kim McQuillken, executive vice president, Cartoon Network Sales & Marketing. "Together with our sister network TNT, a NASCAR broadcasting partner, we've constructed a campaign to capture each child's imagination. Cartoon stars such as Dexter, The Powerpuff Girls and Johnny Bravo will encourage kid viewers to take part in the sweepstakes, test their own creative abilities, and see how they, too, can enjoy NASCAR along with the rest of the family."
From July 19th through Aug. 1, 2004, the Cartoon Network will air 30 second spots introducing 'NASCARtoon Racing', promoting the sweepstakes and driving kids to www.CartoonNetwork.com. To enter the national sweepstakes, participants must visit the 'NASCARtoon Racing' area within the site. Kids will also be able to create and submit an original race car design by playing the 'NASCARtoon Racing' Garage game.
The online car designing activity provides distinctive artwork and other tools from favorite Cartoon Network shows Scooby-Doo, Dexter's Laboratory, The Powerpuff Girls and others to help kids bring their creations to life. At the end of the two weeks, a panel of NASCAR drivers and Cartoon Network producers will select the favorite design. The best car design will be showcased at the conclusion of the promotion in a customized promotional spot on Cartoon Network.
The 'NASCARtoon Racing' sweepstakes Grand Prize winner will receive a trip for a family of four to attend a 2005 NASCAR race. Four hundred runners up will receive a die-cast No. 5 Kellogg's Chevrolet car autographed by NASCAR NEXTEL Cup Series driver Terry Labonte.
Following the conclusion of the sweepstakes, the mini-site will be updated to include a photo gallery of the 'NASCARtoon Racing' car designs submitted by kids, the 'NASCARtoon Racing' Garage game, 'NASCARtoon Racing Presents...' content and a link to NASCAR.COM, the official site of NASCAR, produced by Turner Sports Interactive.
NASCAR has 75 million adult fans, which means NASCAR fans represent 1/3 of the U.S. adult population. According to ESPN Sports Poll (1999-2002) and Nielsen Media Research (1999-2002), more than one-half (58%) of kids 7-11 years old are NASCAR fans. Additionally, the number of 12-17 year olds who watch NASCAR has doubled since 1999, and there are currently twice as many 12-17 year olds who watch NASCAR as watch the NBA.
Cartoon Network, currently seen in 86.4 million U.S. homes and 145 countries around the world, is Turner Broadcasting System, Inc.'s 24-hour, ad-supported cable service offering the best in animated entertainment. Drawing from the world's largest cartoon library, Cartoon Network showcases unique original ventures such as Codename: Kids Next Door, Duck Dodgers, Teen Titans, The Powerpuff Girls, Dexter's Laboratory, Samurai Jack, Courage the Cowardly Dog, Ed, Edd n Eddy and other Cartoon Cartoons. Cartoon Network also features Adult Swim, its signature late night block of animation for grownups. Since its launch in 1992, Cartoon Network has remained one of ad-supported cable's highest-rated networks. Cartoon Network's Web site is located at http://CartoonNetwork.com (AOL Keyword: Cartoon Network).
Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.
