The concept is centered around Nickelodeon's famous "Do not touch" button which was placed at Los Angeles' Hollywood and Highland center. The button sat in front of an interactive screen, in which curious kids were encouraged to press the button by Blake Shelton, the host of Nickelodeon's 2016 Kids' Choice Awards, Nick Radio host DJ Maxwell and Nickelodeon Star Jace Norman from "Henry Danger".
Unsuspecting kids were surprised with Nickelodeon-themed experiences, such as pizza, meeting Jace, being slimed, and tickets to Nickelodeon's 2016 Kids' Choice Awards!
As part of the campaign, Nickelodeon is prominently featuring the video on the networks official Kids' Choice Awards website as well as on its YouTube channel and Facebook page. It will also be amplified programmatically with a special interactive video unit, says Spark.
"This funny Kids' Choice prank video is a testament to the joy and excitement that the Nickelodeon brand continues to bring to real kids," says Ned Berger, Consumer Marketing Manager, Nickelodeon.
This is Spark's first year developing a Kids' Choice Awards plan for Nickelodeon, and prior year activations had incorporated on-the-ground elements, such as an in-mall sliming event. "While that was fun for the few hundred kids who were able to participate on-site, it lacked the scale we were seeking for this year's Awards activation," says Deb Medsker, SVP/global director, Spark.
"Our goal this year was to give kids at home that feeling of living vicariously through the participants whose wildest dreams came true in the interactive video stunts."
The initial challenge was to create a seamless thread of an experience by taking everything kids love about the show and making them feel bigger. "From music and pizza to slime, we worked closely with Spark and Nickelodeon to devise supersized experiences," says Pearl Media's Zach Katterman.
Spark has served as Nickelodeon's media planning and buying agency since January 2015.
Hosted by country Music star Blake Shelton, Nickelodeon's 29th Annual Kids' Choice Awards ceremony, will be held at the "Fabulous" Forum in Inglewood, California on Saturday 12th March 2016 at 8pm (ET/PT), and will broadcast live on Nickelodeon USA & Nickelodeon Canada at 8pm (ET/PT) and Nickelodeon Australia & New Zealand on Sunday 13th March 2016 at 11am AU/1pm NZ, then rolling out in more than 180 countries and territories within hours of the live show, including Sunday 13th March 2016 from 5:00pm on Nickelodeon UK and Ireland/HD!
Original source: MediaPost.
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