MAM

Photo finish for Cartoon Network's brand promotion Toon Cricket

Cartoon Network's brand popularisation drive Toon Cricket 2002 has scored some more brownie points for the channel this year.

If the network's figures of over 30,000 spectators are an indication, the exercise is certainly reaping rich dividends - the audience has grown since the inaugural match in 1999, when the combined audience for the Mumbai and Delhi matches hovered around 24,000. According to an official release, the match held in Mumbai last Sunday ended in a tie, with the two teams Jerry's Racers and Tom's Chasers score 28 runs in 2.3 overs for the loss of two wickets each.

As part of the initiative, viewers were asked to help the toon captains and umpires regarding important decisions such as bowling order and the selection of the Toon of the Match. Promotional and marketing initiatives that the channel used to increase awareness about the event included an online contest where free passes were given to kids who correctly chose the captains. The channel had also roped in cricketers like Saurav Ganguly for hoardings across the city. The promo line used was 'It's a mad game, but someone's got to play it'.

A Toon Cricket Mobile also did the rounds of city schools on the days preceding the match where one could catch a glimpse of the characters undergoing net practice..The event was presented by Pepsi and co-sponsored by Joyco (Solano), TI Cycles, Colgate, ACT II Popcorn, Cadbury Gems and Boost.

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