Hasbro has signed a deal with Viacom Brand Solutions (VBS), the sales house for the Nickelodeon, MTV, VH1 and Paramount channels, to promote Play Doh’s 50th anniversary on Nick Jr. It is the first time Play Doh has run a promotion on a Nickelodeon channel.
To help celebrate the modelling brand’s 50th anniversary, VBS has developed on-air and online creative that will direct children to a special Play Doh microsite via www.nickjr.co.uk. They can enter a Play Doh competition called "What Kids Make", where they will be challenged to use their imagination to make Play Doh creations.
The top six Play Doh models will be displayed online and viewers will be able to vote for their favourite. The winner’s creation will feature on an ad, running on Nick Jr from October 26. The winner will also be awarded their weight in Play Doh.
The microsite will feature "50 Things To Do with Play Doh" and a gallery of finalists’ entries. The promotion will run until November 2.
The deal was negotiated by VBS partnerships director Elizabeth Anyaegbuna and Alex Ebdon, media director at OMD.