Nickelodeon has launched a new interactive brand campaign built around its top stars called the Nickelodeon Slime Cup.
Fronted by Slime Cup ambassador, SpongeBob SquarePants, four teams consisting of the network’s most popular characters will battle to take home the Nickelodeon Slime Cup trophy.
The 14-week, multi-territory, multi-platform event will drive participation across both Nickelodeon channels and digital sites and will feature a range of land-based events in select markets including specially created retail offerings, theme park and mall experiences and live events.
The three-month campaign will start and end with two TV events. “The Nickelodeon Slime Cup Challenge” will air in June and feature the live-action stars of all four teams as they compete in three rounds of slime-filled challenges to earn slime for their teams. The campaign will culminate in August with the second TV event, “Slime Cup: Tournament of Champions,” featuring animation stars and revealing the winning Nickelodeon Slime Cup team.
Online at 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 content including a Slime Cup Victory Dance Competition that will launch in June, a new custom game, “Slime Cup Games,” in July and activities encouraging kids to train along with some of their favorite Nickelodeon stars by participating in weekly fitness challenges.
Additionally, in markets including 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.
“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,” says Mark Levine, senior vice president, marketing and communications, Nickelodeon International. “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.”
The Nickelodeon Slime Cup teams are:
Leonardo (“Teenage Mutant Ninja Turtles”)
Plankton (“SpongeBob SquarePants”)
Wanda (“The Fairly Odd Parents”)
Jack Griffo (“The Thundermans”)
Breanna Yde (“The Haunted Hathaways”)
Raphael (“Teenage Mutant Ninja Turtles”)
Sandy (“SpongeBob SquarePants”)
Craig (“Sanjay and Craig”)
Zoran Korach (“Sam & Cat”)
Curtis Harris (“The Haunted Hathaways”)
Donatello (“Teenage Mutant Ninja Turtles”)
Squidward (“SpongeBob SquarePants”)
Sanjay (“Sanjay and Craig”)
Addison Riecke (“The Thundermans”)
Benjamin Flores, Jr. (“The Haunted Hathaways”)
Michelangelo (“Teenage Mutant Ninja Turtles”)
Patrick (“SpongeBob SquarePants”)
Timmy Turner (“The Fairly Odd Parents”)
Cameron Ocasio (“Sam & Cat”)
Amber Montana (“The Haunted Hathaways”)