Ad pros get giddy for Kids' Choice
Kudocast sees ratings, sponsors grow
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"We've done a lot of research on our partnership with Nickelodeon to understand just how impactful this property is," says Wal-Mart senior veep of marketing Steve Bratspies. "It's the program the kids get most excited about.
"Not only is it a big debut on March 31st, but they replay it countless times, and kids watch it over and over again."
Once Wal-Mart decided to throw in, it threw in hard -- so much so that Nickelodeon was almost taken aback.
"Wal-Mart's doing a spectacular job as a first-time partner on the show," gushes Nickelodeon executive vice president of worldwide marketing and promotion Pam Kaufman. "They did a custom pullout section in Nick Magazine, they're doing dedicated product around the Kids' Choice Awards -- a dedicated CD, a DVD, T-shirts. What they're doing is something we've never done before."
The KCAs are unique for many reasons -- slime being the most obvious -- but what sets them apart in particular from other awards shows is growing ratings. The 2006 broadcast averaged a 12.6 rating and 2.5 million viewers and became the most-watched KCAs to date (5.9 million total viewers age 2+).
Nick is hoping to do even better numbers for this year's 20th-anniversary event.
"Last year we had nine sponsors; today we have 15," Kaufman says. "Advertisers feel this is a can't-miss event that they must be part of."
Longtime sponsors like Burger King are back, but new companies join every year. Microsoft Vista is the first-time sponsor of the TurboNick Webcam, which gives a behind-the-scenes look at the KCAs and is accessible online.
In 2005, Hasbro had great success with a KCA promotion, "Who's Behind the Vader Mask?" Eric Nyman, vice president of marketing for Hasbro's Marvel properties, says that "with 'Spider-Man 3' coming up, we decided to try to make it bigger and better." Two masked celebrities from the KCAs' Guess the Spinner and You Could Be the Winner gimmicks will be unveiled live at the KCAs.
"This allows us, because of the venue and the forum, to be really creative and bring fun experiences to kids," Nyman says.
KCA sponsors even include automakers, however unusual a match that might seem for the kiddie demographic. Kia used a 2006 KCA sponsorship to relaunch its Sedona minivan. This year, Kia is part of the KCA supersite and sponsors two voting categories, the Countdown Clock and the After-Party Webcam.
"It was very successful for us, so we're back again," says Kia marketing veep Ian Beavis. "To Nickelodeon's credit, they've managed to develop this program in such a way that there are multiple touch points well beyond the television program. There's the actual event, and there's all the lead-up promotions to the event, and a very long tail after the event.
"There's a lot of fanaticism amongst children towards this event, and a lot of parents watching very closely what their children are up to. Getting the kids enthused and aware of our product and getting the parents at the same time is very valuable -- particularly for a minivan."
