The campaign includes sponsorship of the movie premiere on channel from the 19th July, and subsequent repeats, an on-air competition as well social and digital activity.
The deal was developed in collaboration between Carat Sponsorship and Disneymedia+, the integrated ad sales, promotions and marketing solutions operation of Disney UK, to drive awareness of Lego Friends among girls around the movie launch.
The Disney Channel on-air campaign includes 30’ spots highlighting a competition giving viewers the chance to win an exclusive pack to celebrate the premiere on channel with their friends and driving traffic to a specially created microsite (www.disney.co.uk/advertising/lego/friends/) which features games for fans to play.
The off-air campaign features rich digital support including sponsorship of the Teen Beach Movie website, a branded live cast webcast on www.disneychannel.co.uk, and activity across social media. Further experiential and PR activity is also planned to support the campaign.
Bobi Carley, commercial director, Disneymedia+ UK and Ireland, said: “We’re delighted to be working with Lego once again, as we highly value the relationship we have with them. Through this campaign we’re able connect with our viewers across whole range of media channels to build awareness for Lego Friends and excitement around the highly anticipated Teen Beach Movie.”
Kathryn Marriott, brand manager at Lego said: “We are extremely excited to be working with such a fantastic brand on what is sure to be a Summer hit. Both Lego Friends and Disney pride themselves on being both inspirational and fun, which makes this sponsorship a match made in heaven. The collaboration is also key in enabling us to raise awareness of the Lego Friends brand with our target audience.”
Clarke Dougherty, sponsorship executive at Carat, said: “Teaming Lego Friends with Disney and Teen Beach Movie is a great way to talk to the Lego Friends’ target audience in a credible and relevant environment. The campaign will help to get girls to engage with the brand, and ensures awareness levels stay high across the summer holiday period.”
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