Mega links with Turner Media Innovations

Partnership will promote new range, Dragon's Universe, with TV and online sponsorship.
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The campaign will include sponsorship of new show Generator Rex on Cartoon Network. From the creators of Ben 10, Generator Rex launches on November 1st.

As part of the deal, Mega has secured the first sponsorship activity around long form content on www.cartoonnetwork.co.uk.

The first episode of Generator Rex will preview on-air today and will subsequently be available to watch online for a week in the run up to the series launch on November 1st. The online sponsorship will include pre and post-roll activity.

Colleen Kearney, digital commercial director, Turner Media Innovations said: “This is an exciting commercial development around the distribution and monetisation of longform content for kids’ online.

"With on average one million unique users visiting www.cartoonnetwork.co.uk each month and a dwell time of at least 25 minutes, it’s fantastic to be able to showcase full longform episodes online and offer these out as an opportunity for advertisers.

"While www.cartoonnetwork.co.uk is primarily a hub for games, activities and clips, we recognise a growing appetite for longform content online amongst kids and are set to do more of this kind of activity going forward. We’re thrilled to have Mega Bloks as the first onboard for this great new sponsorship opportunity.”

Appealing to young boys; 15 year old Rex likes cars, girls, music and sports...but unlike most 15 year olds, he has fists the size of boulders, can sprout a jetpack out of his back and turn his legs into a lightning fast Motorcycle.

Targeting the perfect boys demographic for the Dragons Universe range, Mega Bloks has secured two ten-second advert sponsorship idents, and two five-second tune-in spots to be aired at the end of a Cartoon Network promo of Generator Rex. The sponsorship idents will feature two different combat scenes between the Predavor Dragons and the Alliance.

Sponsorship starts from the premiere of the first episode and then again on November 1st and will feature around all screened episodes of the show until November 19th in the run-up to Christmas.

Additionally Dragons Universe will take over the dedicated Generator Rex website at www.cartoonnetwork.co.uk/generatorrex for a week. The site will feature the ten-second idents plus traffic drivers such as leaderboards, skyscrapers, mpu's and pre-roll activity.

A competition button will also be added to the menu bar that will click through to www.cartoonnetwork.co.uk/Dragons where kids can enter a Dragons Universe competition.

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