Detroit-based Ford Motor Co. has upgraded its sponsorship of New York City-based Nickelodeon’s “Blue’s Clues Live” by becoming the stage tour’s sole sponsor.
“Blue’s Birthday Party,” the fourth incarnation of the animated TV property’s live tour, premieres next month and will visit at least 80 markets on a schedule that runs into 2003. A sponsor in past years, Ford moved up to top billing as part of a three-year, $20 million marketing deal for its Windstar mini-van signed with Nick in 2000.
Ford will spotlight its Clue into Safety car-seat education program on site with interactive lobby displays, an on-stage skit at intermission, and staffers handing out Blue stickers and safety information in lobbies. The car maker also will hit malls in 10 tour markets about a month before the curtain rises to host auditions for a walk-on role and offer photo ops with Blue.
Launched in fall 1999, Blue’s Clues Live has played to more than 1.5 million people in 80 markets. To support the tour, Nick and its cable affiliates will host local sweeps offering backstage parties with the cast; local TV spots direct viewers to participating retailers to enter. Online, tour attendees can download a birthday card for Blue at Nickjr.com and deposit it in a lobby mailbox; one card will be read during each show.
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