'Be a Knight, Do It Right' campaign backs new Mike the Knight series

Activity included the creation of a modern day Chivalrous Code and themed weekends at Warwick Castle
Author:
Publish date:
Social count:
0

HIT Entertainment launched a 'Be A Knight, Do It Right' marketing campaign to highlight the launch of Mike the Knight series 2 on CBeebies.

The campaign enlisted the help of TV historian Justin Pollard to create a modern day version of the Chivalrous Code for aspiring young knights.

Being kind, telling the truth and saying please and thank you all featured in the code, which aimed to help preschoolers value responsibility, friendship and loyalty.

A pull out of the code appeared in CBeebies and Mike The Knight magazine and online at Made For Mums and Mike the Knight’s website.

HIT also commissioned research from Opinion Matters with 10,003 pre-school parents on their attitudes to modern manners.

A press campaign supporting the code and the research launched on the day the magazines were published, resulting in 29 regional radio interviews and eight web TV interviews. News items on the code and its audience research also appeared in the Daily Express and The Huffington Post.

As part of HIT’s campaign, Mike The Knight also graced the forefront of historic Warwick Castle across two themed weekends in June and July.

The weekends featured a special Mike The Knight activity area for pre-schoolers and giant sand sculptures of Warwick Castle, Buckingham Palace and Mike The Knight were created and featured in regional press, on ITV Central and in the Daily Mail Online.

At the event, children took part in hobby horse races, target practice, castle building and a meet and greet with Mike the Knight himself. Every child who attended the day went home with a copy of the Mike the Knight magazine featuring the code.

The event at Warwick Castle was backed by competitions and online promotions, a radio promotion, a takeover re-skin on Made for Mums and a two-week promotion on UK MumsTV

“The 'Be A Knight, Do It Right' campaign captured the true essence and philosophy of Mike the Knight and engaged with parents and children on a number of levels,” said Shari Donnenfeld, VP at HIT Global Brands.

“The campaign gave Mike the Knight an extensive reach of over 12 million people. We are delighted that the code and the Warwick weekends have been such a resounding success.”

Mike the Knight series 2 starts on CBeebies today.

Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.

Related

Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Executive

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.