This summer, Nickelodeon is all set to kick-off a multiplatform brand campaign that will see stars such as the Teenage Mutant Ninja Turtles and actors from The Haunted Hathaways participating in a slew of slime-related challenges.
The 14-week, multi-territory Nickelodeon Slime Cup will feature four teams comprising the network’s live-action and animated players competing for the titular trophy. The campaign is expected to kick off in June with the special ‘The Nickelodeon Slime Cup Challenge’, where live-action players will battle it out in three rounds of slime-filled trials. The tourney will culminate in August with the TV event ‘Slime Cup: Tournament of Champions’, spotlighting the network’s animated players. Besides the specials, the initiative will include retail, theme park and mall experiences, along with on-the-ground events in markets such as Germany, France, Spain and Singapore.
“Slime Cup provides Nickelodeon’s audience with a brand-new way to interact with the stars they love, while providing clients and partners with an exciting new brand initiative, to help them connect with their audiences,” said Nickelodeon sr. VP characters of international marketing and campaigns Mark Levine in a statement. “Our expertise, depth of great content and beloved characters has enabled us to create a campaign that engages kids at every touch point, across every platform.”
Nick fans will be able to follow the action between the network’s linear channel and its digital sites. Online content will include polls, quizzes, behind-the-scenes glimpses, as well as a custom game launching in June and activities geared at getting kids to exercise.
The campaign counts on sponsors from around the globe: Singapore’s mio TV, Poland’s BoomCo Mattel, Toy Kingdom from the Phillippines and Goliath in France. Pan-regional promotional partners are Ferrero Rocher, Burger King and Cereal Partners Worldwide (CPW).