Thursday, September 27, 2012

Nickelodeon UK Unveils Extensive "Teenage Mutant Ninja Turtles" Launch Promotion

From The Drum:
Nickelodeon undertakes one of its biggest programme launches with the return of Teenage Mutant Ninja Turtles

Children's entertainment channel, Nickelodeon, is embarking on one of the biggest UK programme launches in its history as it promotes the return of Teenage Mutant Ninja Turtles, premiering Monday 1 October at 5pm.

The 3D art installation at Riverside Walkway

Leonardo, Donatello, Raphael and Michelangelo will emerge onto the streets on London’s Southbank this morning through a specially commissioned 3D art installation at Riverside Walkway by St Gabriel’s Wharf. On top of this Nickelodeon has already commissioned promotional spots, phone boxes, ring tones, and taxis to support the launch.

“The marketing campaign is inspired by the show itself, with the Turtles emerging from the sewers onto the city streets, first with the phone boxes that has each one of our heroes in situ and now with a literal unveiling of the lair below our feet,” said Alison Bakunowich, VP Director of Marketing and Communications, Nickelodeon UK. “Nickelodeon has a fantastic history in creating iconic animation that captures the imaginations of audiences and the Teenage Mutant Ninja Turtles is an awesome addition to the canon. I cannot wait for audiences to see it.”

[Nickelodeon UK's "Teenage Mutant Ninja Turtles" telephone box promotion, featuring Leonardo (also known as Leo)]

On air, 60 and 30-second promotional spots, created by the Nickelodeon creative team, are currently airing across Nickelodeon and Nicktoons, in addition to other kids' networks and ITV and Channel 5. Across the UK, 2500 phone boxes have been adorned with Turtles with each box featuring a QR code that gives fans access to a free download of the show's opening theme.

A comprehensive online campaign, including site takeovers, is currently running across selected kid-focussed sites, and 50 digital screens across two Westfield retail locations feature a ten-second reel for the show. Future roll outs include a fleet of 37 Turtles-branded taxis to appear nationwide from Tuesday 16 October. All media for the campaign was planned and booked by UM London.

The all-new CG-animated Teenage Mutant Ninja Turtles will air on Nickelodeon just two days after the U.S. premiere. Considered to be one of the most popular kids' television programmes of the 1980s, the re-working, featuring the voices of American Pie’s Jason Biggs (Leonardo) and Lord of the Rings’ Sean Astin (Raphael), hopes to bring the show to a new generation.

Extra tags: Advertising Design Entertainment Marketing Public Relations UK Nickelodeon Teenage Mutant Ninja Turtles