Warner Bros. Tweety Campaign

In 2005, Warner Bros. hired GCM for a major marketing initiative to rebrand Tweety, one of its most popular and beloved cartoon characters. As the EVP of Worldwide Marketing and International Licensing for Warner Bros. Consumer Products told Brandweek, "We decided to reposition Tweety as more of a fashion/lifestyle icon for girls and women and less of a licensed character." To accomplish this goal, GCM assembled the "Tweety Squad"—a group of trendsetting teenage girls aged 13-18—who could provide Warner Bros. with feedback and new product ideas while generating excitement for Tweety's return among their peers.

GCM deployed teams to recruit Tweety Squad members at key beaches and malls across the country. Approximately, 1,400 teen girls were pre-qualified and given exclusive access to our members-only website, Tweetysquad.com. The site offered these hand-picked trendsetters the opportunity to communicate openly with Warner Bros. in a fun and entertaining environment, www.tweetysquad.com, included Tweety news and celebrity gossip, a look at the latest Tweety fashions and accessories, interactive polls and quizzes and most importantly, it allowed Tweety Squad members to "Chirp Up"—and tell Warner Bros. directly what they thought was hip, cool and fashionable.

Thanks to Tweetysquad.com, Warner Bros. now has an enthusiastic team of teen trendsetters serving as ambassadors for the brand. The members have contributed hundreds of ideas for new Tweety products, which are being used by Warner Bros. and its licensees. Feedback was so positive that Warner Bros. is doubling its spending on the site for 2006. Members will now have direct online interaction with licensees, receive exclusive new products and invitations to special Tweety events.

GCM created, designed and managed the Tweety Squad program; including, creating and building Tweetysquad.com for Warner Bros.