The specially commissioned piece, available to view until 5pm today at Riverside Walkway by St Gabriel’s Wharf, Southbank, London SE1, is the latest component of Nickelodeon’s nationwide promotional campaign to launch the new Teenage Mutant Ninja Turtles, premiering Monday, 1st October. Including promotional spots, phone boxes, ringtones and taxis, the campaign is set to be one of largest UK launches in Nickelodeon’s history.
Alison Bakunowich, VP director of marketing and communications for Nickelodeon UK, said: “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. 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.”
On air, 60- and 30-second promotional spots, created by the Nickelodeon creative team air across Nickelodeon, Nicktoons, ITV and Channel 5. A comprehensive online campaign including site takeovers is currently running across selected kid-focused sites.
In market, 2,500 phone boxes across the country have been adorned with Leo, Donnie, Raph or Mikey. Appearing in locations such as Glasgow, London, Manchester and the Midlands, each box features a QR code that gives Turtles fans access to a free download of the show’s opening theme. Also in market, 50 digital screens across two Westfield retail locations feature a ten-second reel for the show, featuring the tagline ‘Brothers, Heroes, Dudes.’ Future rollouts include a fleet of 37 Turtles-branded taxis, set to appear on the streets of Birmingham. Edinburgh, London, and Manchester from 16th October.