Retailers, licensees and affiliate partner, Virgin Media, get behind the tour.
Nickelodeon UK has unveiled a line-up of promotions to tie in with its shopping centre tour currently running across the UK.
Families attending the events over the summer will receive voucher booklets containing discounts for a number of licensed products at key retail partners.
Retailers will support the promotions with in-store product displays, coupled with branded promotional dressing including posters, balloons and stickers.
Fisher Price and VTech are partnering with Argos to offer £5 off when £20 is spent on Dora products. Meanwhile, A4T is partnering with Game and Gamestation to offer £5 off Spongebob accessories and Egmont is offering 50p off Dora magazine when bought in WHSmiths.
Titan is offering 30 per cent off a year’s subscription to Spongebob magazine and Paramount is offering DVDs from £5 across all Nickelodeon properties.
Affiliate partner Virgin Media is running promotional activity on event days to raise awareness of Nickelodeon content on their platforms, as well as offering customers who sign up to specific deals two months free Nickelodeon, plus a wide range of entertainment channels.
Virgin Media’s in-store promotional activity will include co-branded dressing, live and on-demand Nickelodeon channels content displayed on TVs and a competition to win a Dora or SpongeBob themed party. The first 100 visitors at each store to hand in a promotional voucher from the Nickelodeon activity areas will also receive Dora and SpongeBob goodies.
Andy Goodhand, Nickelodeon UK’s SVP strategy and planning director said: “The shopping centre tour is a perfect mechanic to engage directly with our audiences.
“It’s also a fantastic opportunity to drive awareness of SpongeBob and Dora product lines and the Virgin Media offering, so we’re really pleased to have developed these promotions to further enhance the experience for families across the UK.”
The tour takes SpongeBob SquarePants and Dora the Explorer on tour across the UK in July and August this year. The seven shopping centre locations are Lakeside (Thurrock, Essex), Braehead (Renfrew, Glasgow), Metrocentre (Gateshead), Manchester Arndale (Manchester), Victoria Centre (Nottingham), Meadowhall Centre (Sheffield) and The Harlequin (Watford).
The campaign is aimed at children aged three to ten and their parents and forms part of Nickelodeon’s business strategy which incorporates marketing and consumer products initiatives.