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Time Warner, Inc.
1 Time Warner Center
New York, New York 10019-8016USATelephone: (212) 484-8000Web site: www.timewarner.comCARTOON NETWORK PROMOTIONAL AND BRANDING CAMPAIGNOVERVIEWIn 1998 Time Warner Inc.'s Cartoon Network, second in children's programming to Viacom Inc.'s Nickelodeon Network, was a 24-hour basic-cable service offering nonstop animated entertainment. Cartoon Network created and showcased original programming such as Dexter's Laboratory, Johnny Bravo, and Space Ghost Coast to Coast. Drawing from the world's largest cartoon library, it also relied heavily on reruns of such classic cartoon series as The Flintstones and Scooby-Doo along with the entire Warner Brothers cartoon archive. Time Warner and vice chairman Ted Turner hoped that Warner Brothers' material and its own ad campaigns would make Cartoon Network a top channel, with 60 million-plus subscribers, by the first years of the twenty-first century.For the first time in the Cartoon Network's six-year history, advertisements for the network appeared outside of the channel's own programming, in the form of small television campaigns and cross-promotions with other brands. March 31, 1998, marked the debut of "Get Tooned," a campaign that resulted from the partnership between the Cartoon Network and food company Kraft Foods, Inc. Cartoon characters appeared on Kraft packaging. Several "Get Tooned" spots were created with the Cartoon Network's $53 million on-air budget. The network's senior vice president of on-air promotions, Michael Ouweleen, developed the fictional Cartoon Crisis Center for the spots, in which phone counselors humorously guided cartoon char...See the full content of this document
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