Slime Across America brings the Nickelodeon brand to life with a fully immersive multi-city tour.
2009 Gold Reggie© Award: Best Experiential Campaign
2009 Silver Reggie© Award: Best Age Specific Campaign
In 2008, Nickelodeon decided it was time for a collective reinforcement of the brand’s commitment to kids and a celebration of the most iconic element of the network’s brand identity: Slime. Oasis teamed with the network to bring kids and families an authentic, hands-on Slime experience right in their own backyard!
The 15-city grassroots mobile marketing campaign delivered an instant Nickelodeon festival to high-profile outdoor locations across the country such as Chicago’s Navy Pier and LA’s Venice Beach. A fully interactive, 18-wheel Slime Mobile brought the Nickelodeon Slime experience to life with five sliming stations and a Nickelodeon-style game show. Free, live performances with Nickelodeon / Sony BMG musical artists like Menudo, Tiffany Evans and The Naked Brothers Band generated media interest and drove traffic to events. An open-air Nickelodeon festival area seamlessly integrated the network’s on-air and online priorities with branding and program-themed activities including a Virtual Sliming Zone where they could digitally capture their own sliming moment.
Nickelodeon looked to connect with kids and tweens with a grassroots experience that was totally unique to the Nickelodeon brand. By presenting kids with a complete Nickelodeon experience and once-in-a-lifetime opportunity to get slimed, Nickelodeon not only engaged consumers, but also successfully integrated key stakeholders within the Nickelodeon brand as well as advertising and affiliate partners.
The 15-city tour reached over 30,675 kids, tweens and adults and dispensed more than 345 gallons of slime in the process. Public relations efforts generated over 20-million media impressions across print, broadcast and online media outlets including the Chicago Tribume, LA Times and New York Times.
Perhaps the best endorsement of the campaign’s success came from this 11-year-old Atlanta-area slimee: “I spent my whole life wishing I could be slimed on Nickelodeon. Today you made my dream come true!”
