For two weeks over February half term (19th February – 4th March) Kix and PopGirl teamed up with the UK’s leading swapping site for young people, Swapit.co.uk to run a cross-promotional marketing campaign.
Swapit.co.uk is a popular website aimed at boys and girls aged six to eighteen, with more than 800,000 registered users. The site allows kids to exchange items they no longer want for a virtual currency called ‘swapits’. Users can earn further ‘swapits’ by taking part in various activities on the site, ‘swapits’ can then be exchanged for various items including games, dvds and collectables.
The aim of the campaign was to promote 'Laugh Term' on Kix and the launch of 'The Next Star' on PopGirl and drive channel ratings and web traffic over the key half term period.
Kix and PopGirl promoted Swapit with a two week on air and online competition, banners on the website and a review. Whilst Swapit promoted both Kix and PopGirl, including their half term themes 'Laugh Term' and 'The Next Star'. The promotion included dedicated Kix and PopGirl microsites on Swapit, banners, links to the Kix and PopGirl websites, branded auctions, programme information and videos.
The promotion allowed Swapit users to earn ‘swapits’ and interact with the Kix and PopGirl brands by completing fun quizzes and creating personalized avatars, which they could then trade for anything they wanted on the Swapit site.
After this successful promotion CSC Media Group is continuing their partnership with Swapit with a planned Easter campaign to promote Toon Afternoons on Kix and encourage users to vote for their favourite Toon Team.