LEGO has joined forces with Disney Channel's Teen Beach Movie for an integrated sponsorship deal to push its popular LEGO Friends brand.
The campaign includes sponsorship of the movie premiere on the channel from July 19th and subsequent repeats, an on-air competition, as well as social and digital activity.
The deal was developed in collaboration between Carat Sponsorship and Disneymedia+ to drive awareness of LEGO Friends among girls around the movie launch.
The Disney Channel on-air campaign includes 30-second spots highlighting a competition giving viewers the chance to win an exclusive pack to celebrate the premiere on the channel with their friends. It will drive traffic to a specially created microsite which features games for fans to play.
The off-air campaign features rich digital support including sponsorship of the Teen Beach Movie website, a branded live cast webcast on disneychannel.co.uk and activity across social media. Further experiential and PR activity is also planned to support the campaign.
"We're delighted to be working with LEGO once again, as we highly value the relationship we have with them," said Bobi Carley, commercial director at Disneymedia+, UK & Ireland. "Through this campaign we're able to connect with our viewers across a whole range of media channels to build awareness for LEGO Friends and excitement around the highly anticipated Teen Beach Movie."
Kathryn Marriott, brand manager at LEGO, added: "We are extremely excited to be working with such a fantastic brand on what is sure to be a summer hit."