The Amazing World of Gumball Gets Digital Push

LONDON: Turner Broadcasting has created an immersive social media campaign surrounding the kids’ comedy series The Amazing World of Gumball, ahead of the show’s launch on Cartoon Network.

The series, done in 2D and 3D animation within a live-action setting, follows the adventures of a blue cat named Gumball and his best pal Darwin. The series is the first from Turner’s in-house development team. The show has already been commissioned for a second season, ahead of season’s one September launch.

The show’s creative team has created bespoke digital content to be released on social media platforms in the run up to the series launch. A total of 28 videos will be available via YouTube on the Elmore Stream page, named after the show’s fictional setting. A Facebook page is also to launch, with content such as clips, quizzes, questions, quotes and additional show information. The YouTube and Facebook activities for the show will be featured in eight territories across Europe, the Middle East and Africa. Creative agency Holler is to manage these activities. The digital campaign also includes a Twitter account for Gumball’s dad, and a Flickr account for his sister.

Michael Carrington, the chief content officer at Turner Broadcasting, said: “A multiplatform commission on this scale is particularly important for a series like The Amazing World of Gumball, which uses such advanced digital techniques in its composition. It adds another layer to the TV series, and enables fans to have the same high-quality engagement and interaction with the show irrespective of platform.”

Ashley Clouder, the head of marketing at Holler, commented, "In terms of social community management this is such an exciting project for us to be involved with as we’ll be able to monitor engagements across such a wide range of territories and see how each audience responds to specific content."