To launch action toon Ben 10: Alien Force on Cartoon Network UK, Turner Broadcasting is hosting its first-ever kids film premiere at Old Billingsgate in London on Sunday, February 15, sponsored by Tesco.
Turner’s expected crowd of 2,000 guests will largely be comprised of winners of print and online competitions created around the event. The net is also mounting an extensive cross-channel TV advertising and a digital campaign where kids can redeem virtual currency from social network BinWeevils.com for real-world exclusive Ben 10: Alien Force merch at the kids online marketplace Swapitshop.com. The deal was brokered by Mediacom and there will also be a PR tie-in with MoshiMonsters.com.
The series makes its UK small-screen debut on February 16.