• by Staff Writers , September 5, 2008

Finalist - Interactive TV/Enhanced TV

Dan Kopec; Tracey Scheppach; Gina Broderick; Laura Bukowski; Erin Houg; Charles Rasmussen; Meghan O'Keefe; Beth Doyle; Chris Thiele; Kristin Ritter; Charles McLeish; Bill Clifford

Lego and Starcom went for total immersion with a Lego TV VOD channel. Keeping in mind kids' love for instant gratification, the channel featured six-minute segments. Lego's product lines were touted in 10 of these segments, put together as an hourlong show on Lego TV, which also included pre-roll advertising. Kids were also guided to the Web site and could opt-in for e-mails and other company contact.
Showcased on Comcast's Activity TV, Lego TV generated almost 1 million views, about half of Activity TV's monthly total views. In December, nine out of the Top 10 titles on Activity TV were Lego vignettes, all with minimal promotion. Kids simply discovered Lego TV via banners on the channel guide or by navigating the guide.