Crash Test Danny
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How we made cool by promoting
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Transcript of Crash Test Danny
How wemade
cool bypromoting
The programme
Source: The Brief
“Crash Test Dannie follows Danny, a crash test dummy, in his
adventures in science and physics explaining everything from
why balloons go bang when they burst to why banana skins
are slippery”
The challenge
The viewers
The client
thinks
they are…
But actually
they are…
So how do we act like Bart?
Kids can be so cruel!
How can we let kids be cruel to Crash Test Danny?
“Children are becoming the internet experts in families – they
use it as a means to communicate with friends & relatives, and
for music & games”
80% of 7-10 yr old boys use the Internet every month
(potentially reaching 1.5 million boys)
Sources: Economic & Social Research Council/TGI
Steal viewers from competitors by appearing on their sites
CITV Nickelodeon
Jetix
The game…
For £20k…
The game was played over 400,000 times
CITV have kept it on site for 3 extra weeks
The Results
Our web site visitors increased 700%!
Start date!
The Reviews
The Reviews contd.
The Reviews contd.
Fame at last!!
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week1 week2 week3 week4 week5 week6
Vie
we
rs 0
00s
Viewers up as much as 500%
Activity
