Nickelodeon employs an integrated communication approach
Viacom 18’s children’s entertainment channel Nick has an all-new programming line-up up its sleeve. Captioned ‘Funny Rules’, the channel has introduced comedy shows such as chase-comedy Pakdam Pakdai, adventures of a hilarious twosome Motu Patlu and the upcoming Rabbids featuring mischievous rabbits.
In a bid to promote these shows, the channel has opted for an unconventional promotional strategy. To begin with, they have introduced the Nickelodeon Comedy Elections, a campaign that hands over the reigns of deciding which of Nick’s two best shows – Motu Patlu or Pakdam Pakdai will win maximum votes.
To participate, children will have to watch both the shows between 6-7 PM daily and vote through SMS, calls and a website. As gratification, the channel is giving away goodies such as mobile phones and PSPs to lucky participants.
For amplification, the channel has also opted for an integrated campaign to target children through cross-channel promotions, on-ground mall activities in Delhi & Mumbai and a digital push.
As part of their on-ground strategy, the brand is planning meet-and-greet sessions with Motu Patlu in malls along with other engagement activities. To facilitate this, they are collaborating with Phoenix Market City, Hamleys, Crossword, HyperCITY in Mumbai, Select City-Walk mall and Ambience mall in Gurgaon, New Delhi. The activation will be undertaken in collaboration with their respective agencies. On digital platforms, the channel has created an exclusive online platform featuring cartoon cricket matches, toon trivia and fun facts.
The Nickelodeon network also boasts of other channels such as Sonic and Nickelodeon (which operates in two blocks – Nick Jr and Nick Teen). While Nick Jr. is promoting the ‘Nick Jr. Summer Selfie contest’ for young mothers to post selfies and win goodies, Sonic will use the ‘Sonic Action Mania’ will invite fans to watch their favorite shows using cross channel TV promotions, van activations across multiple cities, strategic on-ground alliances, an online campaign and a gaming championship through a tie-up with Funcity.
Speaking about the summer campaign, Nina Elavia Jaipuria, EVP & Business Head, Kids Cluster, Viacom18 Media Pvt. Ltd. said, ‘Summer is all about fun and excitement. We have left no stone unturned in engaging the kids at a time, place and screen convenient to them. The loved famous duo, Motu and Patlu, will engage kids with new episodes and a television special on-air, play cricket online, meet and greet fans on-ground and even form a party of their own.’
Around The World