Cartoon Network has become the first kids' broadcaster to secure VOD sponsorship around its programming on Sky Anytime TV in a deal with Frubes, the fromage frais in tubes from Yoplait.
The deal will run from April until June. As part of the campaign all Cartoon Network content will be wrapped by a 15-second Frubes ad before and after programming shown on the Anytime TV service.
The ad, which is being created in-house by Turner, will feature a unique promotional code and will drive to a specially created microsite where viewers will be able to win a range of prizes.
"We're thrilled to be the first kids' broadcaster to run advertising on Sky Anytime TV, and the move exemplifies Turner Media Innovations commitment to innovation across all recent and emerging platforms," said Adam Eagle, director of sponsorship and promotions for TMI.
"Frubes is a great brand to work with as they embrace all that digital has to offer and it's enabled us to be really creative with our briefs for them."
This latest campaign builds on the digital media strategy which TMI has devised for Frubes, and which began in 2005 with the creation of a red button eTV game and channel sponsorship tie-in.