Lego named Nickelodeon's Kids' Choice Awards' first-ever global sponsor
Mission: Kids' Choice Awards
Lego named global partner of Nickelodeon's Kids' Choice Awards
The Lego Group has partnered with Nickelodeon as it becomes the first-ever global sponsor of the Kids’ Choice Awards (KCA) due to take place next month in LA.
The partnership will feature an international campaign across Nickelodeon's markets in the US, Europe, Latin America and Asia Pacific territories.
To mark the sponsorship, the creative around the campaign will feature heroes from the Lego Ninjago TV series.
Due to be released on Thursday 7th March 2019, the spot will tell the tale of Lord Garmadon – the power-hungry Lord of Destruction. In true Kids' Choice slimy fashion, the Lego ‘bad guy’ is on a mission to steal the slime cannon, and it is up to the Lego Ninjago characters to defeat him to save the day (and the awards).
The campaign will feature custom-made linear stop-motion animation teaser content which will run on TV, as well as a two-minute social video story to lead up to the KCAs.
The entire story will also launch as custom branded programming on Nickelodeon’s YouTube channels. Leveraging the power of influencers, the campaign has YouTuber Devin Supertramp on board to craft a piece to go live on the channel which will amplify the global Lego partnership with Nickelodeon around the show.
Nickelodeon is also posting the campaign across 16,000 international billboards.
Lee Sears, Senior Vice-President (SVP), Sales and Partnerships and Head of Viacom Velocity International said: “It’s testament to the unique global reach and scale of the Nickelodeon Kids’ Choice Awards that The Lego Group has chosen to come on board as global sponsor.
“The special stop-motion animated Lego Ninjago Heroes KCA content that we’ve created for use across TV, digital and social media will deliver high-impact cut-through for this much-loved brand. We’ve proved that we provide a brand-safe environment whilst delivering strong commercial impact, enabling us to offer meaningful engagement for brands with hard-to-reach younger audiences as only we can do.”
Vice-President (VP) and Head of Americas Marketing for the Lego Group, Amy Pascal, added: “The Lego Group is excited to sponsor the Kid’s Choice Awards, a truly global celebration of kids and creativity across the entertainment industry. Our partnership with Nickelodeon helps deliver on our ambition to reach more kids in the US, and around the world, and inspire the Lego builders of tomorrow.”
Sean Moran, Head of Ad Solutions at Viacom said: "We’re excited to have The Lego Group on board as the first-ever global sponsor for Nickelodeon’s renowned Kids’ Choice Awards. This is Nickelodeon’s biggest event of the year and The Lego Group is the perfect partner to have front and center for kids and family audiences across the world.”
The news follows trainers on wheels company Heelys previously sponsoring the pan-European editions of Kids’ Choice Awards, beginning in 2015.
The news also follows Nickelodeon announcing earlier this month plans to air LEGO® CITY, a all-new high-stakes CG-animated comedy, created and produced by LEGO Group, which depicts the funny, smart, and dynamic slices of life within the sprawling and diverse LEGO CITY community. Set to debut later this year, the series follows the intertwining paths of the city's everyday heroes as they work together to stop a mysterious master criminal who begins to wreak havoc on their town.
This year’s Kids’ Choice Awards, hosted by DJ Khaled, will take place on Saturday, March 23, at the Galen Center in Los Angeles, California, and will broadcast live on Nickelodeon USA and YTV Canada. Within hours of the live show, KCA 2019 will roll-out on Nickelodeon channels internationally, providing kids around the world in more than 170 countries and territories the opportunity to tune into their local Nickelodeon channel to enjoy Nickelodeon’s Kids’ Choice Awards 2019 and experience stunts, surprises and slime at every turn!
Fans can cast votes on the official Kids’ Choice Awards website, KCA2019.com, and on the Screens Up app on supported iPad, iPhone and Android devices in the US. International fans can also cast votes through the Nick Play app in regions where it is available. Fans will also be able to cast their vote through social media on Twitter, and for the first time ever, Nickelodeon will be enabling voting on specific posts on Instagram.
More Nick: Nickelodeon Kids' Choice Awards 2019 International Nominees!
Original source: The Drum.
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