Nickelodeon went big for its first-ever retail sponsor for the Kids Choice Awards, signing Wal-Mart for the event.
Wal-Mart Stores becomes the exclusive retail sponsor for Nickelodeon’s 20th Annual Kids’ Choice Awards airing live on March 31. Wal-Mart is using the tie-in to introduce two animated “spokes-elves,” Wally and Marty, in TV spots running on Nick.
In 1,963 stores, Wal-Mart will install Kids’ Choice Awards displays for exclusive Nick-themed products, including Nick toys, the CD Nickelodeon Kids’ Choice, Vol. 3 (by Nick Records and SONY BMG’s Commercial Music Group), and DVD movie 2-packs that bundle the Kids’ Choice Awards “Winner’s Collection” with Nick flicks such as Drake & Josh Go Hollywood and The Spongebob SquarePants Movie.
“We see this partnership as a great opportunity to share our commitment to kids, tweens and families to be the retail destination for unbeatable values on their top selections,” said Stephen Quinn, Wal-Mart’s executive vice president and chief marketing officer, in a statement.
Wal-Mart also sponsors a new awards category, “Favorite DVD”; kids cast their votes for this new award category at Nick.com/Walmart. Wally and Marty host the online voting; a viral element lets kids share their vote with friends. The “Favorite DVD” winner will be unveiled on the site on March 31.
Carmaker Kia is presenting sponsor for the Kids’ Choice Awards this year. The awards telecast is one of Nick’s highest-rated events; it drew 5.9 million viewers and 27 million votes last year.