According to Richard Cunningham, MD at Nickelodeon Asia-Pacific, the channel will team up with the sponsors for four months of locally-integrated campaigns, including on-air promotions, on-ground events, and contests and interactive activities, ahead of the Nickelodeon Kids' Choice Awards, scheduled to air in Asia on June 6.
"Subaru and SIA are not (companies that) traditionally target kids. Their sponsorship is an indication of the hold 'pester power' has on households, which even influences where the family goes on holiday and which car it will buy," said Cunningham.
As part of the activities surrounding the awards, Purefoods Hotdogs in the Philippines has launched a nationwide promotional campaign giving away tickets to the awards show in the US. The campaign includes point-of-purchase collaterals at distribution stands and retail points, as well as print and TV ads. Malaysia's Johnson's Kids, meanwhile, will hold an on-ground sneak preview party, featuring celebrity guests, at a local shopping mall in May. The awards, Cunningham added, give kids under 14 the power to vote.