Nickelodeon unveils Slime Cup
May 16, 2014
Nickelodeon is providing kids with an exciting new interactive brand campaign built around their favourite Nickelodeon stars – Nickelodeon Slime Cup! Fronted by Slime Cup Ambassador, SpongeBob SquarePants, four teams consisting of Nickelodeon’s’ most popular characters will be battling it out to take home the coveted prize – the Nickelodeon Slime Cup trophy. The 14-week multi-territory, multi-platform event will drive participation across both Nickelodeon channels and digital sites; additionally, the Slime Cup will come to life in select markets, through specially created retail, theme park and mall experiences and on-the-ground events.
“Slime Cup provides Nickelodeon’s audience with a brand new way to interact with the stars they love, while providing clients and partners with an exciting new brand initiative, to help them connect with their audiences”, said Mark Levine, Senior Vice President, Nickelodeon International Marketing & Communications. “Our expertise, depth of great content, and beloved characters have enabled us to create a campaign that engages kids at every touch point, across every platform”.
Nickelodeon Slime Cup is a three month campaign that will start and end with two special TV events. “The Nickelodeon Slime Cup Challenge” will kick off on-air in June, and feature the live-action stars from Teams Blue, Purple, Red and Yellow as they compete in three rounds of slime-filled head-to-head challenges to earn slime for their teams. The campaign will culminate in August with the second special TV event, “Slime Cup: Tournament of Champions,” featuring Nickelodeon’s favorite animation stars and reveal the winning Nickelodeon Slime Cup team.
Online (www.slimecup.com) from June through August, kids will move between Nickelodeon channel and digital sites, to root, rally and collect slime for their chosen team by participating in web-based activities. Kids will be invited to play games, answer polls and quizzes, view special behind-the-scenes content, and track their team progress using the Nickelodeon Slime Cup slime meter. Throughout the campaign, the site will feature new and exciting content including a Slime Cup Victory Dance Competition that will launch in June, a brand new custom game “Slime Cup Games” coming in July, and activities encouraging kids to train along with some of their favorite Nickelodeon stars by participating in weekly fitness challenges. Kids will even be able to create their very own personalised team stat card on the site.
In markets such as Germany, France, Spain and Singapore, kids will have the opportunity to experience the Nickelodeon Slime Cup through locally created on-the-ground events or theme park and retail experiences.
Nickelodeon Slime Cup sponsors globally include mio TV (Singapore), BoomCo Mattel (Poland), Toy Kingdom (Philippines), Goliath (France), and BRITVIC (Spain). Pan regional promotional partners include Ferrero Rocher, Burger King, and Cereal Partners Worldwide (CPW).