WBCP Rolls Out Scooby-Doo Mobile Marketing Tour

Warner Bros. Consumer Products has launched the Scooby-Doo Mystery Mansion, a new interactive mobile marketing experience to raise consumer awareness for the property across consumer products, television, home video and interactive entertainment.

The Scooby-Doo Mystery Mansion, a two-tiered haunted house for kids and families, will tour the U.K. for the next 15 months, stopping at retailers, schools, festivals and the London Zoo. It launched on Monday during an event that also celebrated the recent releases of "Scooby-Doo Camp Scare" on DVD, a new Scooby-Doo computer game and new TV series "Scooby-Doo Mystery Incorporated," which premieres this month in the U.K. on Cartoon Network. The event was hosted by Jedward, aka John and Edward from "The X Factor."

Scooby-Doo licensees can promote their products via a pamphlet that will be given to all consumers visiting the Mystery Mansion. Licensees also have the opportunity to provide licensed products for use in the local PR and marketing campaigns that will be organized to drive footfall to the events.

"The Mystery Mansion is a fantastic example of our commitment to developing brands cross divisionally," says Paul Bufton, general manager of WBCP U.K. "By collaborating with our colleagues in television, home video and interactive we have been able to build a fantastic, highly visible promotional resource that allows us to communicate directly with consumers in a fully immersive environment where they can experience the brand first hand."