World Cup promotion boosts Horrid Henry online

Really Horrid World Cup promotion more than triples membership of the Purple Hand Gang at
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Novel Entertainment’s dedicated website for the children’s property, Horrid Henry, is going from strength to strength, having just completed an eight-week campaign to coincide with the World Cup.

With 40,000 participating teams, membership of the online fan club, the Purple Hand Gang, has gone from 19,000 to 70,000.

The Really Horrid World Cup invited kids to create their own branded team. Points were gained by building up strength, stamina and power in a selection of flash games and following their chosen country’s progress.

Players scored points in six online games: Keepie Uppies, Fan Finder, Dribble & Dodge, Splat the Paps, Cone & Goal and Grubs Up.

As manager of the Really Horrid World Cup, Henry offered daily news along with personalised coaching tips and weekly prizes were awarded to the Tip Top and Top Flop coaches of the week. 

Horrid Henry puzzles, t-shirts, games and DVDs were awarded as prizes to 1st, 2nd, and 3rd place overall winners, along with four runners up. 

With five million page views to date since launch in October 2009 offers an interactive extension of the Horrid Henry property using words, images, animation and video through flash games, competitions, news, downloads and user responsive features. 

Novel’s brand manager Kelly Henwood said: “The website creates a safe and fun online environment where children can interact with Horrid Henry and his world, sharing their views through message boards and polls.

“We’ve attracted 375,000 visitors and 600,000 visits since launch, meaning kids are returning to the site once they’ve found it. The average time on the site is ten minutes per visit, which is impressive given how kids tend to multi-task between online platforms these days. The future for this engaging site is limitless, with many exciting opportunities to build on the current success.”


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Following the success of both the books and the TV series, now is the right time for Horrid Henry to be moving into other licensed categories. Samantha Loveday talks to Susan Bolsover, category director at CPLG, about what the firm has planned?

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