Campaign Media Awards 2007: Best Media and Entertainment Campaign

Title: Nickelodeon ME:TV
Media agency: Universal McCann
Media director: Phil Tattersall
Media planners: Robert Bellass, Natalie Monbiot
Creative agency: n/s
Creative director: n/s
Account planner: n/s
Client: Nickelodeon
Brand: ME:TV
Marketing director: Steven Brabenec
Media brand manager: Nardis Roscoe

Nickelodeon needed to create hype and involvement around its new show ME:TV, which shows content sent in by the kids who view the show, within a live format. Part of this involvement required kids to have access to webcams, to provide the content, so Universal McCann came up with the idea of teaming up with SWAP IT SHOP, an eBay for kids, so that the audience could trade their way to a webcam, and a star appearance on ME:TV. The campaign worked and the show became an instant hit, with 250,000 kids tuning in every day. The UK format has now been sold to Nickelodeon in the US.