Warner Brothers has launched its Scooby-Doo Mystery Mansion - a new interactive mobile 'marketing experience' designed to drive consumer awareness of the brand across all areas of the business.
Housed on an articulated lorry, the experience will bolster consumer products, television, home video and interactive entertainment.
It 'folds out' on location to become a two tiered walk-in haunted house soft play installation.
Jedward - last year's X Factor finalists John and Edward - launched the Mystery Mansion at a special event at Battersea Dogs Home on October 18th.
The event also celebrated the recent release of Scooby-Doo Camp Scare on DVD, the new computer game Scooby-Doo and the Spooky Swamp and the new TV series - Scooby-Doo Mystery Incorporated - which launches in the UK on Cartoon Network this month.
The Mystery Mansion will now tour the UK for the next 15 months, making stops at retailers, schools, summer festivals, firework displays, charity events, Christmas lights switch ons and a sleepover at London Zoo.
Licensees will be given the opportunity to promote their products via a pamphlet which will be handed out to all consumers visiting the Mystery Mansion.
"The Mystery Mansion is a fantastic example of our commitment to developing brands cross divisionally," explained Paul Bufton, general manager of WBCP UK. "By collaborating with our colleagues in television, home video and interactive, we have been able to build a fantastic, highly visible promotional resource that allows us to communicate directly with consumers in a fully immersive environment where they can experience the brand first hand."