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UFOs take over the Johannesburg skies...

UFOs take flight over the skies of Johannesburg and naturally, sightings are causing a stir.
UFOs take over the Johannesburg skies...

In a recent marketing feat, HDI Youth Marketeers managed to catch the attention of Joburg'ers with an off-the-wall "UFO sighting" campaign to create talkability about the new Cartoon Network series being screened at Nu Metro Montecasino this Saturday afternoon.

Some "potentially extra-terrestrial" activity entered the fray. And, in a phenomenon of unexpected coincidence, another brand, Fox Broadcasting/Top TV, was staging a similar stunt for a series starting on their channel at a very similar time - also over Joburg.

The exclusive, invitation-only event will be attended by some serious Ben 10 fans, accompanied by their parents.

Tickets to the event were won through an online competition which required viewers to answer a few very simple Ben 10 questions to stand a chance to win.

Ben 10 is back with a new look, a new Omnitrix, and a brand-new show, where he takes the lead - set to be a solo hero after Gwen and Kevin leave. Grandpa Max teams him up with a rookie, by-the-book partner, and together, the two explore a secret alien city. Meanwhile, a mysterious hunter sets his sights on Ben!

The launch of the awaited show will take place at Montecasino in Fourways this weekend. The event will culminate in the premiere screening of the first two episodes of "Ben 10 Omniverse" before it goes live on Cartoon Network on 6 October 2012 at 9.00am. A host of super exciting "Ben 10'ified" activities will precede the formalities.

Some of these activities include face-painting, a photo opportunity area where kids can have their photo taken and receive a copy to take home, balloon sculpting where fans will have the opportunity to receive their very own Ben 10 sculptured balloon, some fun in the upchuck pit, and a very popular meet 'n greet session with some of the Cartoon Network characters.

Reports of the clever sightings started in early September. Sighting zones included Jozi X, The Golf Place, Longland, and Montecasino in the North of Johannesburg. The big campaign was revealed on the weekly 702 Talk Radio show The Ad Review with Jenny Crwys-Williams, and marketing veteran Andy Rice.

The campaign has received extensive media coverage, being featured on media platforms such as Child Magazine, Citizen, Saturday Star, City Press, News24, IOL, TimesLive, Expresso and 5FM to name a few.

"We have done work for Cartoon Network for over eight years, and for Ben 10 since he launched in this country. So we have got to do some really fun stuff, but this, by far, has been one of our most memorable campaigns," says Levin.
On the day of the premier, the "UFOs" will hover around the area of Monte Casino to create a spectacle and represent the alien invasion of the premiere cinema.

HDI Youth Marketeers is the local, off-air marketing provider to Cartoon Network and Boomerang, who activated this campaign. HDI have 15 years of experience and a reputation for creating magical and unexpected connections with kids and youth.

Take a look at the Ben 10: Omniverse PREVIEW below.

14 Sep 2012 11:20