Brand Biz digest: Nick's good neighbor
EmptyNickelodeon has partnered with State Farm Insurance in a multiplatform advertising and promotional sponsorship deal, the first in the insurance category for Nickelodeon. It also is the first time State Farm has partnered with a kids network. State Farm this month begins its national ad campaign, which will be divided among several Nickelodeon properties including the Nick Jr. preschool programming block, Nick Jr. Family Magazine and NickJr.com. State Farm also will serve as the exclusive insurance sponsor and the official co-title sponsor of the "Go, Diego, Go! Live" tour, which begins in February and travels to 50 markets.
Food Network has designed a multiplatform integrated marketing deal with Campbell Soup Co. to promote the Season 2 launch of the network's primetime series "Ace of Cakes." The multimillion-dollar ad campaign will integrate Campbell's product in spots that will run on Food Network as well as other cable outlets, in print ads, online extensions and radio promotions. Food Network vp marketing Susie Fogelson said the partnership marks the first time it has implemented its new "full force" marketing strategy, which aims to integrate advertisers into the network's own ad campaigns for its shows.
The second title in the Starbucks book program is "A Long Way Gone," a former child soldier's first-hand account of fighting as a boy in the war-torn country of Sierra Leone by first-time author Ishmael Beah. Starbucks will begin selling the book in its U.S.-operated locations beginning Feb. 15. For every copy of "Gone" sold at Starbucks, the brewer will donate $2 to the U.S. fund for UNICEF, with a minimum donation of $100,000. "When recommending books to our customers, our approach is about community and conversation," Starbucks Entertainment president Ken Lombard said. "Our goal is to complement the overall Starbucks experience, building on the trust our customers already feel for the music and films we recommend."
A nod to Moviefone
AOL's Moviefone.com has created a special online package for Hollywood's movie awards season that will feature fashion designer Jeffrey Sebelia, winner of Season 3 of Bravo reality show "Project Runway," blogging about red carpet fashions and Las Vegas oddsmaker Jay Kornegay providing analysis of this year's Oscar race. The online package, presented exclusively by Dove, also is hosting a contest for consumer-generated commercials, with the winning spot scheduled to air during the Oscars.