Nickelodeon has unveiled plans for a large scale promotional campaign in the UK with Claire's Accessories for Spongebob Squarepants.
Running in 450 Claire's stores for six-weeks from June 15th, the promotion will be supported by a TV advertising drive, in-store POS, a dedicated Nickelodeon microsite and print advertising.
The promo will feature a nationwide customer competition to find the best joke, judged by comedian Mark Felgate. The winners will get the chance to appear on the Nickelodeon TV channel.
To take part, Claire's customers need to spend £10 on Spongebob Squarepants products in store to get a competition card. Each will carry an exclusive code which customers can use to log on to a special website to submit their joke.
The promotion marks the success of the extensive range of Spongebob licensed products in Claire's Accessories. Products include stationery, bags and mobile phone accessories. The licence is the second best selling for the chain.
"Spongebob is one of Nickelodeon's top performing licences and a true icon," said Clare Piggott, VP of licensing at Nickelodeon UK. "We are absolutely delighted to be working with Claire's on such a fitting initiative."
Karen Eaden, VP DMM Accessories division of Claire's Europe Accessories, added: "Claire's are very excited to be working in partnership with Nickelodeon on the Spongebob promotion. Spongebob is a fun licence that resonates well with our core customer base, spanning many different product categories."