Zeke & Luther online campaign for Disney Channel Australia

[Gruden]

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Disney Channel Australia & New Zealand approached Gruden to develop an online campaign with the purpose of creating interest in and awareness of the TV premier of Zeke & Luther on Disney Channel. Additionally, the brief was to support sustained interest in the show via unique online applications, video and content opportunities.

Gruden aimed to create a campaign with simple, targeted content, games and online promotions for kids, with a key drive to tune into the premier of Zeke & Luther on Disney Channel.

New site additions were then rolled out regularly which helped sustain and grow the user base over an extended period of time. Updates & site features included:*

• Two interactive skating games
• Regular video ‘trick’ tutorials with a professional skateboarder showing kids exactly how to perform tricks/stunts.
• Interactive skateboard deck designer – providing kids with a unique tool to create their very own deck designs. This was initially rolled out as a competition to drive interest in a key space of time and is now being redeveloped into an evergreen application to ensure continued traffic to the site.

The culture associated with skateboarding (lifestyle / sport / fashion) was a key focus for both the design & development, with simple targeted content, games & online promotions integrated into the site from day one.

There were 2-3 key interactive components designed & developed for the new site – a number more scheduled for launch in the coming months.

• Skateboard Creator:
  Skateboard deck designer whereby users could design their own deck from scratch. Features included; painting the wheels & trucks, changing the actual board texture (metal, wood, plastic) & adding a number of extra graphics, positioning & layering as many as they wanted. The competition drew over 18,000+ entries over a 4 week period.
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• *Image Maker:
  Custom image making tool allowing users to create personalised Zeke & Luther graphics for a wide-range of use including; mobiles (iPhone wallpapers), desktop, IM & social media profiles.
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• Character ‘Shout-outs’:
  Users can send personalised ‘shout-outs’ (online messages) to their favourite show characters.

Bright, colourful and edgy, the overall interface tied in with the show’s unique key touch points whilst creating an immersive experience for kids visiting the site.

Through the use of punchy colour, bold shapes and a mixture of key show artwork & unique visual assets, the site was designed to ensure that is was both visually engaging and fun to use.



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