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.
As an associate sponsor, Wal-Mart also will run ads in Nickelodeon Magazine and online at Nick.com. After the awards ceremony, Wal-Mart will host a dance floor at Nick’s official after-party.
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.
Network
