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Background In August, a key period for back-to-school promotions, Dairylea Lunchables launched Cheesymovies.co.uk - a dedicated fully interactive branded microsite, which allows kids to create, direct and star in their own online movie. Cheesymovies was developed to tie in with the brand's free UCI cinema tickets on-pack promotion. After running a similar offer in 2001, Kraft Foods repeated the promotion this year using a fully integrated multimedia approach.

±±¾©Èü³µpk10 aims The main aim of the overall campaign was to drive purchases of Dairylea Lunchables through promotions and prize offers. Cheesymovies, targeted at kids aged seven to 12, aimed to deepen the association between the brand and cinema. The site looked to engage children and offer an interactive experience to build on the brand's credibility with kids.

Media used Kids were driven to the Cheesymovies site by an on-pack promotion, TV and online ads. Zenith Interactive Solutions (ZIS) was responsible for strategy, planning and buying for the online campaign, while Zenith Media handled offline planning and buying. Activity on Nickelodeon's Nick.co.uk and Foxkids.co.uk included Flash-based movies on the Fox Kids home page, sponsorship of its FK Mag section and Nick.co.uk's Planet Nick, plus banners and skyscraper ads. TV spots ran on ITV, Channel 4 and Channel 5, as well as childrens' satellite channels such as Cartoon Network, Nickelodeon, Fox Kids and Sky One. Marketing agency Billington Cartmell handled the on-pack sales promotion.

Creative Web agency Atticmedia designed and developed all the online creative, including the site itself. Cheesymovies.co.uk let kids create their own character and movie, watch other kids' movies in the online cinema, read and write reviews of real-life films they'd seen and email their own movie character to friends, who could then use it in their own movies. Promotional packs of Dairylea Lunchables gave kids special codes that could be used on-site to unlock extra movie features. Children were encouraged to submit reviews and create their own movie for the chance to win a Lego & Steven Spielberg Movie-Maker Set and a trip to Disneyland Paris. Kids had to register on the site to be eligible for a prize, submitting a nickname, password and email address. The winners will be announced on 20 October on the site's Awards section. The site will be live until November.

Results Within the first five weeks of the campaign, the site had nearly 25,000 unique visitors, according to ZIS, and more than 4,000 reviews were written. Half of all visitors stayed longer than five minutes and two-thirds of registered users returned more than once. Selma Mildenhall, assistant brand manager for Dairylea Lunchables, says: "Branded micro-sites have become a key part of our communications strategy. They allow us to offer kids a truly interactive and engaging brand experience that links in with our on-pack promotions. Our aim with Cheesymovies was to create a visual and fun brand experience that would build on our free cinema tickets promotion."

±±¾©Èü³µpk10 Dairylea Lunchables Cheesymovies

Client Kraft Foods

Agency Atticmedia