Nickelodeon & Viacom Consumer Products (NVCP) has teamed with EU.Promotions for the first exclusive Viacom retail loyalty agreement for Europe, the Middle East and Africa, reports Licensing Source.
A series of pan-regional loyalty programmes will reward shoppers with a variety of Nickelodeon and MTV-branded merchandise at partnering mass retailers.
The exclusive three-year agreement will enable EU.Promotions to target a broad range of retailers across the EMEA region.
Programmes will be tailored to participating retailers including a selection of Nickelodeon and MTV rewards.
As part of the agreement, EU.Promotions has exclusive mass loyalty promotional rights for all NVCP brands including SpongeBob SquarePants, PAW Patrol, Teenage Mutant Ninja Turtles, Dora the Explorer, Blaze and the Monster Machines, Shimmer & Shine and JoJo Siwa, along with the teen/adult MTV portfolio.
In a range of different concepts, consumers will be able to collect Nickelodeon and MTV-branded rewards corresponding to different tiers of in-store spending. Incentives may also extend to experiences, such as tickets to local Nickelodeon and MTV events. Specific prizes will vary by location and retailer.
Dan Frugtniet, Vice President (VP) licensing and business development, NVCP, commented: “We are excited to expand our successful partnership with EU.Promotions across EMEA, further customising the retail experience for customers while engaging with and rewarding fans of Nickelodeon and MTV beyond the screen.
“We’re always looking to create new opportunities for our partners that ultimately benefit the consumer and there really is nothing better than being rewarded for shopping.”
Pierfranco Belfiori, group md at EU.Promotions, added: “We are delighted to extend our relationship with Viacom in this exclusive EMEA partnership.
“Over the last few years, we have combined forces to deliver numerous successful programmes across Europe, and we look forward to expanding this success to a variety of retailers across EMEA.
“We are looking forward to working with Nickelodeon’s broad range of iconic brands such as SpongeBob Square Pants, Teenage Mutant Ninja Turtles, PAW Patrol and more to bring solutions to our clients.”
From the official EU.Promotions blog:
SpongeBob how you want it
Have you ever wondered if the SpongeBob series could end? Of course it can’t. Like all cartoons, SpongeBob will never die.
It so happens that there was an episode entitled “The death of SpongeBob” which was to end the first series. But it was never shown and has become a rarity which is sought after by fans and collectors, and which has become legendary. SpongeBob SquarePants is actually alive and well, and has been for 18 years, with 215 episodes broadcast, two films (and another to come in 2019) as well as a being quoted a lot and appearing in other films which fans love. Like all immortal creatures, SpongeBob adapts to the times and evolves with them. And today’s young fans continue to ask for the most interactive and enthralling experiences with their favourite brands, and so Nickelodeon has launched SpongeBob SquarePants: You Bring The Color, a new creative platform where children can help to colour the new episodes of SpongeBob. During July and August, fans can visit the campaign website and digitally colour SpongeBob for the opening sequence of the iconic show. The designs picked by fans will then be shown on Nickelodeon in autumn, during a theme week of new episodes.
Fans will also have the chance to paint other pictures for the final scene of a black and white episode called “Squid Noir”.
SpongeBob SquarePants’ You Bring The Color platform includes over fifty colourable scenes and a special online gallery for selected entrants. The more pictures of the iconic sponge that fans send in, the greater chance they will have of seeing their creations broadcast during Nick’s Bring the Color Week.
So that is how SpongeBob is preparing for his twelfth season. Nickelodeon is keeping the brand fresh, with new offers including a Halloween stop-motion special and a third Paramount Pictures film. The campaign also follows other new interactive, cross-platform experiences like the episodes of Netflix’s choose-your-own-adventure.
Did you know that?
- SpongeBob was originally designed with the features of a real marine sponge. But it turned out too “realistic” and it made him look like a kind of “blob”. That is why the decision was made to give him the shape of a kitchen sponge!
- Krubby Patty is a vegetarian sandwich!
- SpongeBob should have been called SpongeBoy, but that was the name of a kitchen wipe. That is why Bob was thought of, but the word “sponge” was added, so that it was thought of as a sponge and not a piece of cheese!
- Stephen Hillenburg, the creator, studied marine biology.
- SpongeBob’s house is shaped like a pineapple because his creator thought it would smell good inside!
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