Cartoon Network Anything App Launches In Australia: Randomness On The Go!
Cartoon Network has launched the Cartoon Network Anything app in Australia. Cartoon Network Anything is a micro-network version of the Cartoon Network channel in mobile app form, showing show clips (from shows such as Adventure Time, Regular Show, The Amazing World of Gumball, Uncle Grandpa and Clarence), mini quizzes and mini-games at random, usually lasting 10 to 15 seconds each. Due to the app’s random nature, there’s an element of surprise to keep the user interested. The app is available free to download on the Apple App Store for iPhone and Google Play for Android smartphones, a version for tablets will be released later in the year. The launch of the Cartoon Network Anything app was successful in the United States and was used to premiere the digital series, Mighty Magiswords.
The new app follows the successful launch of the Cartoon Network Watch and Play app in Australia, the Watch and Play app allows Foxtel subscribers to watch a live stream of Cartoon Network Australia and play games at the same time. The use of mobile apps to retain audiences is part of Turner’s cross platform and multiscreen strategy, as apps and video on-demand services have become a popular source of entertainment while linear television has declined in comparison.
Mark Eyers, chief content officer for Turner’s Kids Networks in Asia Pacific made this statement about the launch of the Cartoon Network Anything app in Australia, especially about the random and fun nature of the new app:
“Cartoon Network Anything is unlike anything we’ve ever designed. The app is a whole new way to engage our audience, constantly maintaining a high level of suspense of ‘what will come next?’ Basically, anything goes!”
Phil Nelson, Turner’s managing director and senior vice president, Southeast Asia Pacific and North Asia discussed the marketing potential for the app, which was a previously hard to reach audience for Cartoon Network:
“The app opens a lot of doors for marketers to up their engagement levels with a hard to reach, digital-native audience. Cartoon Network Anything’s functionality allows customisable and fun content to be integrated perfectly so that users will love swiping seamlessly from video to bespoke content from clients and games”