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'.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Paddy McGuinness joins Bauer Radio for Sunday morning show

Paddy McGuinness joins Bauer Radio for Sunday morning show

Bauer Media has hired Paddy McGuinness, the host of ITV's 'Take Me Out', to present a Sunday show across its radio stations in the North of England and Scotland.

Share
Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Amazon pipped Google in the battle for Twitch.tv, the live streaming video platform which focuses on gaming-related content. Richard Smith, account director, business planning - intelligence, at Mindshare UK explains, explains why Amazon paid nearly $1bn for the platform.

Share
Media: Why programmatic is an opportunity, not a threat
[Sponsored feature]

Media: Why programmatic is an opportunity, not a threat

Programmatic is ripping up the advertising rule book. However, there's no need for marketers to fear, if you truly understand your brand's audience.

Share

Get news by email