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

Square Mile publisher aims for 450,000 users for Festival Baby site

Square Mile publisher aims for 450,000 users for Festival Baby site

Square Up Media, the publisher of Square Mile magazine, is moving into the music publishing market with Festival Baby, a new website for festival fans.

Share
The language of content and how to find an agency that is fluent

The language of content and how to find an agency that is fluent

More than a few voices speaking at once normally means an inability to hear anything that's being said, regardless of the wisdom of any one speaker.

Share
Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share

Get news by email