Global: Nickelodeon partners with dog charity for experiential push

Nickelodeon has kicked off a multi-platform cause marketing partnership in the US with non-profit organisation Canine Companions for Independence, which includes an experiential push.

Nickelodeon: Paw Patrol experiential push
Nickelodeon: Paw Patrol experiential push

The initiative features a Public Service Announcement (PSA) starring the dogs of Canine Companions and heroic pups from Nickelodeon and Spin Master Entertainment’s hit animated preschool series, Paw Patrol, as well as experiential activations at select events across the US through 2017.

These will include on-the-ground activations at Canine Companions events including DogFest San Diego, taking place on 29 October and DogFest Orlando on 19 November, as well as select stops on Paw Patrol Live!: Race to the Rescue tour, presented by Nickelodeon and VStar Entertainment Group. This is the first-ever tour for the brand, which is visiting cities across the US from now until July 2017.

Pam Kaufman, global chief marketing officer and president of consumer products at Nickelodeon, said: "The dogs of Canine Companions truly embody PAW Patrol’s motto, ‘no job is too big, no pup is too small,’ which makes our partnership organic and perfectly matched."

Canine Companions for Independence enhances the lives of people with disabilities with highly trained assistance dogs. Its CEO Paul Mundell added: "Partnering with Nickelodeon and Paw Patrol is an exciting venture for Canine Companions, bringing real assistance dogs into homes across the country. Paw Patrol characters are helping bring awareness around the life-changing work of Canine Companions for Independence to all ages in a fun and informative way. It’s a great fit and a wonderful opportunity."

Nickelodeon hosted its Slimefest event in the UK for the first time this year. The channel also formed a partnership with Intu shopping centres, showcasing SpongeBob Squarepants. 

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