American teenager Jeremy Shada – the voice of Finn the Human in the animated cult television series Adventure Time – visited the Gold Coast and Melbourne in April 2014 for special public appearances at Supanova – a fan convention focusing on science fiction, fantasy, TV, comic books, anime and collectables.
To maximise the opportunity, Cartoon Network worked with eckfactor to create a series of marketing and media initiatives promoting Cartoon Network as the home of Adventure Time.
After meetings with Supanova and Cartoon Network, eckfactor proposed and organised a Cartoon Network branded scavenger hunt and a media tour off the back of Jeremy’s Supanova commitments.
To complete the Scavenger Hunt, kids had to visit each Supanova exhibitor on the Adventure Time map and get a special Adventure Time stamp created by Cartoon Network.
Once complete, kids simply had to take their finished treasure map to the Madman stall and exchange it for a prize.
A series of Jeremy Shada meet and greets were arranged with key Cartoon Network partners including JayJays, FOXTEL and Toys’R’Us as well as Sydney’s Royal Easter Show.
Meet and greets allowed fans to interact with Jeremy Shada, key executives to be reminded of the success of the show and partners to sell Adventure Time merchandise.
Finally, the media tour allowed us to promote Adventure Time using Jeremy’s profile. Jeremy completed about 20 interviews, including a television appearance on Kids’ WB, plus feature interviews in the Sunday Telegraph and kids magazines such as K-Zone and DMAG.