In a deal negotiated by Turner Media Innovations and Miller Advertising, the sponsorship promotes the game Ben 10: Alien Force The Video Game, based on the animation series. The series, which features an older Ben 10, premiered Feb.16.
Meanwhile, Turner Broadcasting hosted the U.K. kids' premiere of the new series at Old Billingsgate Feb. 15. Sponsored by Tesco the event, in collaboration with communication and experiential agency Mission, involved 2,000 guests who witnessed a specially choreographed Ben 10 Parkour performance. The majority of guests won tickets for the premiere through a series of print and online competitions, submitted via the Web site, Ben10alienforce.co.uk.
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