Jedward Launch New Interactive Mobile Marketing Experience
Warner Bros. has launched the Scooby-Doo Mystery Mansion, a new interactive mobile marketing experience that will drive consumer awareness for Scooby-Doo across all areas of the business including consumer products, television, home video and interactive entertainment.
Housed on a huge articulated lorry, the experience ‘folds out’ on location to become a two tiered ‘walk in’ haunted house soft play installation where children and families are immersed in the spooky world of Scooby-Doo.
Jedward, aka John and Edward of X Factor fame launched the Mystery Mansion at a special event at Battersea Dogs Home on Monday 18th October 2010. The event also celebrated the recent release of Scooby Doo Camp Scare on DVD, the new computer game Scooby Doo! and the Spooky Swamp and the brand new television series Scooby-Doo Mystery Incorporated which launches in the UK on Cartoon Network this month following record ratings Stateside.
The Scooby-Doo Mystery Mansion will now take to the road and tour the UK for the next 15 months making stops at retailers, schools, summer festivals, firework displays, the turning on of Christmas lights, charity events even a sleepover at London Zoo.
Scooby-Doo licensees will have the opportunity to promote their products via a pamphlet that will be given to all consumers visiting the Mystery Mansion. Licensees also have the opportunity to provide licensed products for use in the local PR and marketing campaigns that will be organised to drive footfall to the events.
Paul Bufton, General Manager, Warner Bros. Consumer Products UK said, “The Mystery Mansion is a fantastic example of our commitment to developing brands cross divisionally. By collaborating with our colleagues in television, home video and interactive we have been able to build a fantastic, highly visible promotional resource that allows us to communicate directly with consumers in a fully immersive environment where they can experience the brand first hand.”
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