State Farm is teaming up with Nickelodeon in a new sponsorship deal that links the insurance carrier to one of the network’s best-loved characters.
Under the one-year deal, State Farm will serve as the exclusive insurance sponsor and co-title sponsor of the Go, Diego, Go Live!The Great Jaguar Rescue Tour, which kicks off in February. The tour will travel to 50 markets during its run.
The live-action show follows 8-year-old Diego, his sister, Alicia, and cousin Dora on a mission to get baby jaguar’s growl back from the Bobo brothers.
Direct mail, radio spots, print ads in Nick Jr. Family magazine and newspapers will support the tour. In addition, State Farm signage and the company logo will be featured at tour venues.
The deal marks the first time Nickelodeon has forged a relationship with an insurance advertiser. Likewise, it’s a first for State Farm to buy time on a kids’ network. A full-scale advertising campaign kicks off this month, which includes TV spots on Nickelodeon during its Nick Jr. preschool programming block.
The network, in turn, will air a public service announcement for State Farm to promote State Farm’s national Child Safety day program, which focus on automobile passenger safety. The spot will air in May on Nickelodeon.
“A partnership with a family focused company like State Farm takes advantage of Nickelodeon’s comprehensive, multiplatform offerings for marketers that reach all demographics in the kids and parenting space,” said Jim Perry, executive vice president of 360 brand sales, Nickelodeon, in a statement.