Cartoon Network

Cartoon Network House Party Series

As part of sustaining and growing the power of three of its most successful shows (My Gym Partner is a Monkey, Camp Lazlo, and Billy and Mandy), Cartoon Network produced tele-movies for each. To maximize the brand-building power of those films, Cartoon Network engaged HPi to throw three House Parties, one for each of the three cartoons. For each campaign, HPi built a custom, branded site; identified a powerful host group (1,000 hosts for the Gym Partner party, 2,000 hosts for the Camp Lazlo, and 3,000 for Billy and Mandy); and created a buzz-worthy, branded, online experience around each cartoon in the days leading up to the parties. The films were previewed at their respective parties, each on the day before their broadcast premiere.

Cartoon Network threw everything they had behind the parties, and the result reflected the degree of that commitment: whether promoting the House Parties on their site, through email blasts to fan lists, or via voiceovers on-air, the response was incredible, with fans flocking by the thousands to houseparty.com for the chance to host one of the parties. And the media generated and uploaded by the partygoers-thousands upon thousands of pictures and videos-became an unstoppable vehicle for the viral buzz that exploded out of the parties and spread rapidly across the Internet.