Teletoon adds social component to holiday promos

'Tis the season for toys, and the marketing moves at Teletoon this year are extending beyond on-air programming and into the realm of online gaming and viral prize packs - so when you win, your friends win too.

Teletoon is launching an online battle between Autobots and Decepticons as part of promotion for Hasbro’s Transformers action figures on Nov. 20. With hype building around the Transformers: The Movie, the Teletoon contest also targets kids and avid action figure collectors with ‘More Than Meets the Eye,’ a promotion including on-air billboards and a promo page at taunting viewers with prize packs. Online gamers get the chance to align themselves with robots good and bad, and to collect points for whatever side they choose to play for, and either the Autobots or the Decepticons players take the overall title when the contest wraps on Dec. 17. TELETOON has been airing Tranformers Cyberton on its French network, and has previously aired Transformers Energon, but its English network does not carry the Transformers series.

Teletoon is also pushing forward with promotion for Hasbro’s My Little Pony with the sixth installment of a contest of the same name at Running from Nov. 13 to Dec. 10, the contest gets promo during the daily 3 pm My Little Pony special Dancing in the Clouds – giving kids the chance to win toys, not just for themselves but for 15 friends.

In a separate partnership spanning beyond the holiday season, Teletoon has joined forces with Peace Arch Entertainment to give viewers a chance to win a $2,500 shopping spree at any Cadillac Fairview Mall location in the ‘Shop Till You Drop’ sweepstakes. A secret code is hidden in Nelvana’s 6Teen holiday DVD, Deck the Mall, which viewers can use to enter the contest online at The contest begins on Nov. 7, with the release of the DVD, and targets French and English markets until Jan 31.

From June to Sept. 2006, recorded about 1,005,500 unique visitors monthly, according to comScore Media Metrix.