The BBC has created its first on-line advent calendar, designed by Billco, to promote its Christmas animation special, Hamilton Aardvark, which is screened in December on BBC1.
The website, www.hamilton mattress.com, will feature key characters from the animation and is designed to build momentum prior to its screening.
Billco, advertising agency BMP DDB’s digital design consultancy, is introducing preview teasers of the full-scale animation to the site and 25 activities for visitors to take part in.
Visitors will be able to open one window each day throughout December, and past days, if missed, can be revisited.
People visiting the site will be able to play Hamilton Aardvark games, e-mail Christmas cards and download mobile phone icons.
The site is targeted at children and young teenagers.
The Hamilton Aardvark character is created by BMP DDB executive creative director John Webster and produced by Christopher Moll, who produced Nick Park’s Wallace & Gromit animation The Wrong Trousers.