Second Annual “Kids’ WB! Crash The Backlot Tour” Announced
[via press release]
Industry Leaders – Kids’ WB!, Warner Bros. Animation, Xbox, Kellogg Snacks Division And Eventive Marketing – Join Forces To Offer An Immersive, One-Of-A-Kind, Interactive Experience For The Second Annual “Kids’ WB! Crash The Backlot Tour”
(June 1, 2005 – Burbank, CA) – Industry leaders Kids’ WB!, the #1 broadcast network for kids, Warner Bros. Animation, legendary award-winning studio, Microsoft’s Xbox®, video game console, and Eventive Marketing, Inc., specialists in “reaching consumers at play,” along with new partner Kellogg Snacks Division, join forces once again to launch the second annual “Kids’ WB! Crash The Backlot Tour.” Kids, families and fans get an exclusive backstage pass to experience a one-of-a-kind animation adventure, which includes a first-look at three new series from Warner Bros. Animation, “Loonatics Unleashed,” “Johnny Test” and “Coconut Fred’s Fruit Salad Island.” The announcement was made today by Michelle Spinale, Director of Integrated Marketing, Kids’ WB!, Frank Keating, Vice President of Marketing, Warner Bros. Animation, Jennifer Tweed, Marketing Manager, Xbox, and Sharon Kotler, CEO, Eventive Marketing, Inc.
The “Kids’ WB! Crash The Backlot Tour” will be on the road for 100 days with 52 event days at 13 different Six Flags theme parks located in the following markets: San Francisco, Los Angeles, Denver, Dallas, Houston, New Orleans, Atlanta, Louisville, St. Louis, Chicago, Boston, Baltimore/D.C. and New York/Philadelphia. This “attraction within an attraction” will be a branded environment complete with behind-the-scenes activities, animation and sound studios, a scrumptious Kellogg’s kids challenge, an Xbox® Video Game Arena, as well as a chance to audition to be on Kids’ WB!
“Building upon the success of last year’s tour, we are poised to reach even more kids and families this summer with a 52-day in-market presence,” said Spinale. “In collaboration with our partners, we have created a truly unique off-air brand extension and interactive experience that captures the imagination of kids. We are excited to bring to life our new and returning Warner Bros. Animation shows launching this fall and, once again, give kids the chance to audition to be a star on Kids’ WB!”
“The Backlot Tour presents a one-of-a-kind opportunity for us to bring Hollywood to the hometowns of scores of kids and families throughout the summer months,” said Keating. “This unique interactive experience lets kids take the stage and express their creativity within the imaginative world of Warner Bros. Animation. With tour stops expanding two-fold this summer, we are delighted that even more kids will get the chance to interact with all our colorful characters and get a sneak peek at our three brand new shows in this year’s animated adventure of a lifetime.”
“This tour is the perfect environment to showcase the Xbox gaming system as a multi-faceted entertainment experience for families,” said Bill Nielsen, Director, Xbox U.S. Subsidiary. “We are eager to engage even more gamers this year and showcase our latest releases.”
“We created the ‘Crash the Backlot Tour’ as an interactive platform for companies who want to reach kids and families at play,” said Sharon Kotler, CEO, Eventive Marketing, Inc. “The dynamic environment of the Backlot successfully connects a uniquely memorable experience with all the great brands who have partnered on this award-winning program.”
The “Kids’ WB! Crash The Backlot Tour” will include:
• CENTER STAGE – will be hosted by an MC who entertains and engages guests with Kids’ WB! character branded games, activities and karaoke challenges.
• XBOX® GAME ARENA – is the ultimate Xbox® Gamers environment where kids can play newly released videogames such as Super Monkey Ball™ Deluxe, Lego®, Star Wars® and Robots™, among other new games.
• KIDS’ WB! AND WARNER BROS. ANIMATION STUDIO – Via green screen technology, kids get in the action and create their own animation scene with their favorite Kids’ WB! characters. Each participating kid will have access to download their picture at www.KidsWB.com and e-mail it to family and friends.
• “THE KIDS’ WB! AFTERTOONS SHOW” – Kids will have the opportunity to join their favorite animated stars by showing-off their wackiest trick, telling their silliest joke or making the weirdest face. Kids who audition may be showcased on-air throughout the 2005-2006 broadcast season on the new weekday programming block, the “The Kids’ WB! AfterToons Show.”
• KIDS’ WB! AND WARNER BROS. ANIMATION SOUND STUDIO – Kids learn how to voice their favorite characters in select scenes from “The Batman,” “Xiaolin Showdown,” “Teen Titans” and new series “Johnny Test” and “Coconut Fred’s Fruit Salad Island.”
• KELLOGG’S GRIPZ™ TENT – Guests will test their skills and have some competitive fun by flipping the most Gripz™ into a larger-than-life animated mouth. All participating Kellogg’s mini-snack snackers will walk away with a prize. Anyone who hasn’t already flipped over these Kellogg’s Mighty Tiny™ portable snacks, will flip for free samples of Gripz™ Chips Deluxe® mini chocolate chip cookies and Gripz™ Cheez-It® mini baked snack crackers will be given away at the tent.
The multi-year initiative will expand in 2006 and incorporate additional national and local event sponsorships. The 2005 “Kids’ WB! Crash The Backlot Tour” schedule is attached. For more information visit www.KidsWB.com.