STRATEGIES

Buzztone’s BuzzStreet Field Marketing and BuzzNet Online Marketing teams collaborated to effectively deliver a nationwide Kangaroo Jack blitz that secured compelling box office success. The program elements consisted of:

BuzzStreet Field Marketing – 12 markets
Atlanta, Boston, Chicago, Dallas, Houston, Los Angeles, Miami, New York, Philadelphia, San Diego, San Francisco, Washington D.C/Baltimore

The BuzzStreet teams executed from a strategically planned calendar in 12 major national markets that maximized campaign reach and effectiveness in delivering messages that directly influenced the target demographic. The calendar incorporated high-profile events, relevant retail outlets, high-traffic public and shopping areas, concerts, festivals, parks and playgrounds, museums, tourist areas, zoos, movie theaters, lifestyle venues, and Buzztone’s national network of Youth and Boys & Girls Clubs.

The team generated early buzz by securing radio promotions, national and local television exposure, advanced film screenings, and a highly effective visibility campaign through the use of the Kangaroo Jack ‘Walk-About’ Costume.

BuzzStreet teams incorporated viral peer-to-peer marketing essentials into all outreach which ensured that messages were accurately delivered and ‘heard’ by the target demographic. Specific tactics included:

Retail positioning – Teams secured key positioning for branded Kangaroo Jack promotional items and created visually stimulating displays in over 350 key retail outlets.

Peer-to-Peer Promotions – Teams placed promotional items directly into the hands of the target audience and engaged in dialogue about the upcoming film release that left the consumer with a positive impression. Teams focused on youth-targeted areas such as:

  • Animal-friendly locations - Zoos, Pet Stores, Discovery Channel Stores
  • Action Sports Events - Skate Parks, Snowboard Clinics, Retail Stores
  • Entertainment Centers - Arcades, Bowling Alleys, Skating Rinks, Movie Theaters
  • Youth Clubs & Sports Leagues - Boys & Girls Clubs, YMCA’s, Basketball
  • Youth retail outlets - Build-A-Bear, Dave & Busters, Disney Store, Comic Book Stores, FAO
  • Schwarz, Kay-Bee Toys, Gap/Kids, Kids Foot Locker
  • Large-scale Events - Concerts, Youth-driven events, Holiday Parties
  • Other – Museums, Dentists’ Offices, Family Tourist Spots and Landmarks, Parks & Playgrounds

Kangaroo Jack Advanced Screenings
Throughout the marketing campaign Buzztone’s New York office interfaced on a national level with all Warner Bros. Field Agencies to promote and secure attendees for Kangaroo Jack advanced screenings. BuzzStreet teams provided screening passes for giveaways to key partners within the top markets as well as distribution of passes to Boys & Girls Clubs outside of Buzztone’s 12 market jurisdiction. The BuzzNet team also activated an online promotion that awarded advanced screening passes to lucky recipients through promotional partner sites. (Click here for more info)

Publicity Stunts
BuzzStreet Teams worked solo and in tandem with Warner Bros. Field Marketing teams to support, create and activate high-visibility stunts that drew national attention and local recognition for Kangaroo Jack. The effects of these efforts were maximized through the use of the Kangaroo Jack ‘sunglass and ear’ sets and the ‘Walk-About’ Costume.

The stunts kicked off in Los Angeles at 6:00am on January 17, 2003 with the official Kangaroo Jack Race and Media Morning at Mann’s Chinese Theatre orchestrated by Warner Bros. Ron Chan with support from radio station KIIS FM. BuzzStreet teams drove pre-event awareness for the event that attracted large crowds and television news coverage.

BuzzStreet Teams implemented 14 other high-profile stunts and appearances with the use of the ‘Walk-About’ costume, ‘sunglass and ear’ sets and promotional tools:


  • Kangaroo Jack Hollywood Premiere - Mann’s Chinese Theater – LA
  • NHL: New Jersey Devils Game – Continental Airlines Arena - NJ
    o Kangaroo Jack made exclusive appearances providing photo opportunities for fans during intermission breaks
  • Read to Achieve Event - NBA Store – NYC
    o In Celebration of National Mentoring Month, the NBA Store hosted a Read to Achieve Reading Time-Out. Jerry O’Connell and Mark Morgan read books to the kids as Kangaroo Jack greeted fans and provided ‘sunglass and ear’ sets for the NBA live television broadcast
  • National and Regional Television Exposure
    o Today Show (NBC) – Kangaroo Jack paid two visits to this nationally televised live broadcast and was captured on camera both times
    o Good Morning America (ABC) – Kangaroo Jack greeted fans
    o Good Day New York (Fox) - Kangaroo Jack meets David Price
    o MTV Hits (MTV) – Kangaroo Jack was on hand to support film star Estella Warren’s appearance
    o TRL (MTV) – Kangaroo Jack greeted fans and passed out takeaways
  • Prospect Park Zoo Event – Brooklyn, NY – Kangaroo Jack paid a visit to the Discovery Trail and Wallaby’s and provided youth visiting on a field trip with takeaways and ‘sunglass and ear’ sets
  • Times Square – Kangaroo Jack spent time greeting fans and tourists visiting the area, with special appearances at locations such as video arcades, Hello Kitty store, Madam Tussard’s Wax Museum, and at the W Hotel
  • Metreon Entertainment Center - SF – Kangaroo Jack greeted visitors, took photos and distributed takeaways to youth visitors

Buzzalong Media Player (Click here for more info)
The Kangaroo Jack Buzzalong Media Player was designed to create expansive exposure for Kangaroo Jack amongst a targeted online audience, while enticing them to explore Kangaroo Jack further, interact with their peers and ultimately purchase theater tickets.


Promotional Partners (Click here for more info)
The BuzzNet team secured promotional partners who provided extended reach and visibility for the Kangaroo Jack Buzzalong by inclusion of a banner on their sites.

Development of online gaming experience (Click here for more info)
The BuzzNet team developed four exclusive gaming assets to enhance the Kangaroo Jack Buzzalong Media Player experience. The games focused on a core 6-11 year old demographic and were designed to increase Kangaroo Jack experience time while developing a strong favorable relationship between the user and the film.

Kangaroo Jack Soundtrack & Grassroots Messaging Promotion (Click here for more info)
Buzztone was deployed by Hippo Records & Universal Music Group to virally promote the official soundtrack tying into the theatrical release marketing campaign

Back to top