Lego ties up with Disney's 'Teen Beach Movie'

Lego has signed up to an integrated sponsorship deal with Disney Channel's 'Teen Beach Movie', to promote the Friends toy range.

Disney's 'Teen Beach Movie': signs deal with Lego
Disney's 'Teen Beach Movie': signs deal with Lego

The deal, arranged through Carat Sponsorship and Disneymedia+, Disney UK's marketing solutions team, will promote the Lego Friends range of girl character figurines.

The campaign includes sponsorship of the movie premiere on the Disney Channel on 19 July as well as subsequent repeats and an on-air competition.

Digital off-air activity includes sponsorship of the 'Teen Beach Movie' website, a branded live webcast on Disneychannel.co.uk and social media promotion.

The on-air campaign includes 30-second spots, which will promote a competition to win a 'Teen Beach Movie' prize pack. Users can go to a dedicated microsite to enter and play games based around Lego Friends and the movie.

'Teen Beach Movie' follows teen sweethearts Brady and McKenzie, who travel into a classic beach party movie called 'Wet Side Story', in which bikers challenge surfers for control of the beach.

Lego and Disney Channel have worked together previously for campaigns like the Lego Friends of Heartlake City mini series of videos featuring the Lego Friends characters. It was shown online and in ad breaks on the Disney Channel in late 2012.

Clarke Dougherty, a sponsorship executive at Carat, said: "Teaming Lego Friends with Disney and 'Teen Beach Movie' is a great way to talk to the Lego Friends' target audience in a credible and relevant environment.

"The campaign will help to get girls to engage with the brand, and ensures awareness levels stay high across the summer holiday period."

Further experiential and PR activity is also planned to support the campaign.

'Teen Beach Movie' is part of the Disney Channel Original Movie franchise, which includes the 'High School Musical' series and 'Camp Rock'.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Grey London changes name to Valenstein & Fatt to promote diversity and tolerance

Grey London is making a statement against a recent surge in racism and nationalism by changing its name to Valenstein & Fatt, with the surnames of its two Jewish founders appearing above the agency's doors for 100 days.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More