Noggin last December worked with Comcast Corp. on a multiplatform campaign behind the exclusive premiere of film Franklin's Magic Christmas Movie on the MSO's video-on-demand service, prior to its airing on the linear kids programming service.
For meeting the initiative's objectives of stimulating enhanced usage of Noggin on Demand on the Comcast platform, gaining exposure for the MTV Networks service, and supporting Comcast digital-cable and high-speed Internet access sales, the parties merited a second-place distinction in the free category of CTAM's 2005 On Demand Cast Study Competition.
Popular with consumers through sales of books and other line extensions, Franklin was also chosen by Noggin marketing manager Sarah Burke and marketing director Deena Demasi, because the film's theme also fit in well with the network's “warm and fuzzy” winter programming theme.
The movie also was new to the on-demand realm and would be available for two weeks before migrating to the linear channel.
The premiere was promoted with an integrated marketing plan that featured Franklin, as well as Noggin hosts Moose-a-Moose and Zee, to connect with parents and kids on-air, online and in malls during the holiday shopping season.
Highlights included an increase in the number of cross-channel spots, featuring Moose and Zee, run by Comcast to 250 from the 150 initially scheduled. There was also an online partnership that showcased a three-minute movie premiere video that ran on Comcast's The Fan and a 15-second video e-mail delivered to the MSO's subscriber base in VOD markets.
Off-channel, a mall tour featured Franklin and other costumed characters visiting children in nine markets, where VOD demonstrations were held and toy donations made to charitable groups.
The campaign registered on a number of fronts: Comcast VOD usage spiked 19% that month, with Noggin On Demand soaring 56%. In turn, Noggin On Demand jumped to the top 1% of all free on-demand programming: a top 15 show out of 4,000 entries. Moreover, Franklin's Magic Christmas Movie was Noggin's most-viewed on-demand program since its April 2004 launch.
At the same time, Comcast high-speed Internet and digital-cable sales improved 16% and 15%, respectively, over December 2003.
