Cartoon Network’s We Bare Bears is sweeping through Asia. The television channel will launch a regional campaign throughout 2019 to engage fans.
Cartoon Network has claimed the campaign, named “We’ll Be There”, will be the biggest ever promotion for the programme. Mall activations, social media influencer tie-ups, competitions, and plenty of free hugs from character mascots of Grizzly, Panda, and Ice Bear, will be launched.
To further engage fans in the region, fans can vote – through a dedicated website – which country in Southeast Asia they want these characters to visit.
According to a spokesman of Cartoon Network, if fans in Hong Kong were to continue to vote for the city, Cartoon Network would likely work with a TV station and a mall partner to make a big splash later in this year, though nothing is yet confirmed.
A handful of marketing activities have been launched in recent months. For example, merchandises have been sold at Miniso from across the globe, SPAO stores in South Korea and Malaysia, and Penshoppe in the Philippines. New emoticons (emotion icons), stickers and local digital channels for the bears are being added.
Last year, Cartoon Network partnered with Fraser’s malls over Christmas and launched an activation at the Sentosa MegaFun event in Singapore. Also, at Gardens By The Bay, the company launched an “Animate Your Life event”.
“The engaging show has really excited our partners, and we’re working on some great projects, on and off-screen, to build this franchise into something even bigger,” said Phil Nelson, managing director of Turner in North and Southeast Asia Pacific.