Agency: Oasis
Client: Nickelodeon
Kids love getting slimed and nobody likes sliming them more than Nickelodeon. When the 30-year-old cable network was looking for a branding campaign that would help it stand out among the competition, sliming was such an important aspect of their brand that they new it had to be incorporated in their promotion. Thus Slime Across America was born.
The Slime Mobile, with five sliming stations, went to 15 cities and was positioned in high-profile areas such as Chicago’s Navy Pier and Los Angeles’ Venice Beach. Nickelodeon/Sony BMG artists Menudo, Tiffany and the Naked Brothers Band offered free live music. In between performances, attendees could visit the slime mobile and record their own slime moment. Slime Passes allowed participants to access their slime videos from the Slime Across America website, nick.com/slime. Outside events, including the ability to star in their own iCarly video, sing at the Naked Brothers Karaoke stage or play in the nick.com game zone, helped draw additional visitors.
Nickelodeon created additional exposure through advertisers Cheetos, which created the Cheesiest, Messiest Summer Ever on-air sweepstakes, TRAX, which provided an Obstacle Course and JAKKS Pacific, which let kids test new slime products. Affiliate partners Comcast and Time Warner were also involved. In addition, Nick blanketed venues and cities with posters, flyers and street teams and conducted publicity efforts to broadcast and online media. Local government officials, radio, television and sports personalities were slimed to generate publicity.
Local cable affiliate partners aired 2,800 television spots promoting the events, while publicity efforts generated over 20 million impressions in print, broadcast and online media. The tour reached 30,675 kids, tweens and adults, 7,716 of whom practiced their sliming skills. In addition, kids recorded 3,000-plus videos, which had a 38% web retrieval rate, while 47% forwarded their videos to friends.
Network
