Television

SingTel teams up with Nickelodeon to reach out to Singapore kids

MUMBAI: Kids television channel Nickelodeon and Singapore Telecommunications Limited (SingTel) have joined forces to reach out to Singaporean kids through a multiple media platform that would include specially produced television vignettes, on-the-ground-events, online and mobile games and downloads, and exclusive use of Nickelodeon property - Jimmy Neutron - on SingTel premiums.

Under the one-year partnership deal with Nickelodeon, SingTel will sponsor Jimmy Neutron TV series (weekends on Nickelodeon), Jimmy Neutron Special Attack of the Twonkies (on-air: August, 2005) and two on-ground event initiatives: Nick Takes Over Your School and Secrets of Jimmy's Lab.

As part of the deal, Nickelodeon will specially produce for SingTel's exclusive use Jimmy Internet Jargon Vignettes explaining to kids the meaning of Internet words such as "broadband" and "blog", presented by SingTel, a Jimmy Neutron online game hosted on www.singtel.com/jimmyneutron and www.nicksplat.com/jimmy, a Jimmy Neutron mobile game, Jimmy Neutron-branded collateral like wallpapers, logos, screen savers, post cards, and calendars, a micro-site plus animated badges and banners to promote both on-ground event initiatives in addition to on-air promotion, solicitation and wrap spots, states an official release.

SingTel will also be entitled to use Jimmy Neutron exclusively on their premiums as giveaways and on pre-paid phone cards for retail sale for the duration of the partnership deal. Jimmy Neutron will also meet and greet fans at SingTel's on-the-ground events, the release adds.

"At Nickelodeon, we believe in putting kids first. Kids in Singapore have told us how much they identify with Jimmy Neutron and they would like to see more of him. That's why we believe that this alliance with SingTel will create a unique and compelling platform to capture their attention over the coming year and we are proud to partner SingTel in one of their most aggressive marketing efforts," MTV-Asia LDC vice president ad sales Antonio Canto says.

Adds SingTel's Vice-President (Corporate Brand Marketing) Mabel Tay, "This is the first time that SingTel has used a cartoon character so extensively in our marketing efforts. "Beyond just having the popular boy genius, Jimmy Neutron, branded on our collateral, we are introducing a more interactive element with the character. Jimmy will be an ambassador to help SingTel reach out to Singapore kids. Through interactive learning activities such as our online education tools, they can learn more about technologies such as broadband and how these can benefit them in their everyday lives."

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