Nickelodeon Signs Cross Media Deal For Spongebob Film

Kids’ TV channel Nickelodeon has signed a deal with United International Pictures to promote the new Spongebob Squarepants Movie through a wide-ranging cross media deal specifically targeting young viewers.

The deal includes on-air and online activity, culminating in a Spongebob Squarepants competition to win a holiday for a family of four to the Nickelodeon Family Suites Hotel in Florida. Adverts will drive viewers to a specially-created microsite from the Nickelodeon, Nicktoons TV and Nick Jr TV channels, running from now until 13 February.

The on-air activity will comprise a 30-second competition advert and two 10-second “top and tail teasers”. While the first teaser will show a Spongebob character obscured by bubbles, the character will be revealed in the second. The film will also be promoted interactively with viewers able to access the red button area of Nickelodeon’s channels to find all details of the movie.

Nickelodeon claims the campaign represents an engaging way of connecting with UIP’s target audience, rather than pure advertising. All creative for the adverts has been produced out by Viacom Brand Solutions.

Commenting on the deal, Daniel Salem, commercial director at Viacom Brand Solutions, said: “Nickelodeon viewers will already be familiar with the Spongebob Squarepants character, making the channel the obvious commercial partner for the film release. More than a third (37%) of all children aged 4-15 in the UK tune in to Nickelodeon channels every month, giving UIP the highly targeted audience it needs for a successful film launch.”

Viacom: 020 7478 5240 www.viacom.co.uk

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