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What: Funny Garbage uses existing assets and creates new ones to design, execute, and enhance the web’s largest, most innovative, and most popular brand for cartoons.
Where: www.cartoonnetwork.com
When: Fall 1997 - 2001
How did we do it?
Cartoon Network approached Funny Garbage (FG) to create an internet strategy and web site to complement the wildly successful cable network. Our goal was to create a “sticky” site that wasn’t just an adjunct to the tv channel. We offered users unique ways to immerse themselves in Time Warner’s cartoon catalog.
FG developed games and interactive movies based on Time Warner’s vast cartoon holdings and provided a way to access behind-the-scenes material such as original drawings, scripts, and interviews with creators. The site also reinterpreted and cross-promoted Cartoon Network’s line-up of original programming, most notably the hit series Power Puff Girls.
FG’s passion for the material pushed us to deliver innovation beyond the bounds of the original project. Already ahead of the curve on the online animation craze, we developed Web Premier Toons (WPT). Directing the creativity of our deep talent pool, we created fresh content which debuted on the web and an interface that allowed users to easily access it.
Media Metrix, the web’s most reliable source for user stats, regularly rates cartoonnetwork.com as one of the top ten entertainment sites on the web; using the more indicative metric of user’s session length, the site rates even higher.
Why was it successful?
- Cartoon Network has a vast array of usable cartoon assets, more than can be presented on the cable channel at any one time.
- FG’s innovative original content ideas activate these properties, making cartoonnetwork.com one of the web’s top ten entertainment sites.
- FG’s cartoon-themed games make cartoonnetwork.com one of the “stickiest” sites out there. Session times on the site are among the web’s longest, leading to high user retention rates.
- FG’s information architects and designers make it easy to access the site’s deep content. The site is simple to digest and easy enough for a child to navigate.
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