Hanna-Barbera staged an international contest in February 1997 called "Quest World Adventure", the prize being a trip to a secret island (Jamaica) in July.[1] Commercials instructed fans to mail in episodes' geographical destinations during sweeps week.[1] Advertisements appeared on Time Warner's television channels, in Sports Illustrated for Kids, DC Comics publications, radio stations, and Warner Brothers stores.[2] Turner encouraged local cable operators to submit their own spots, generating 34,000 ads among 174 cable systems for a total of $3.4 million cross-channel media support.[1] 50,000 children with a median age of ten entered the competition, and 20,000 answered correctly.[3] Turner randomly selected ten viewers from the United States and nine from Latin America and Asia as winners.[3] They and 200 others received Quest-themed adventure packs, including a backpack, flashlight and siren, travel journal, pen, T-shirt, and glow sticks.[2] Cartoon Network aired the names of winning children on a special feature in which Jeremiah Surd issued personal threats.[4]
The nineteen winners received travel itineraries for an all-expenses-paid trip to Ocho Rios, Jamaica with up to three family members.[3] Planners kept the destination secret until shortly before travel.[5] In Jamaica, kids combated Surd's "environmental terrorism" by preventing him from finding the Jamaican "Irie" stones.[1] Children received clues on the mission by e-mail seemingly written by Jonny Quest.[4] Posing as the kids' allies, network employees prepared clues, buried treasure, and hosted barbecues, reggae concerts, and rafting trips.[2] Participants searched for the stones at the White River, Dunn's River Falls, and Prospect Plantation; hosts filmed the proceedings for possible future promotions.[3] The quest centered on cerebral challenges—the kids reportedly had to "really think in order to solve the riddle and save the world."[3] Attendees also learned about the history and ecology of Jamaica.[3] The adventure doubled the show's ratings for February sweeps and tripled Questworld.com's hits threefold.[1] Brandweek magazine awarded it the year's top honors for a global marketing promotion.[1]
- ^ a b c d e f Stanley, T.L. (1998-03-09). "The Cartoon Network: making an old series new again - Real Adventures of Jonny Quest". Brandweek. Retrieved June 15, 2007.
- ^ a b c Cite error: The named reference
adventure2was invoked but never defined (see the help page). - ^ a b c d e f Brink, Graham (1997-06-30). "Jamaican quest awaits real-life boy". St. Petersburg Times.
- ^ a b Coughlin, Kerry (1997-06-12). "Hitting the trail with Jonny Quest: Hudson youth wins a trip to Jamaica to join the hunt for a dastardly villain". Akron Beacon Journal.
- ^ Shaw, Mary-Liz (1997-06-07). "Contest winning is family affair". Worcester Telegram & Gazette.