Me:TV

• Technology
• October 18, 2007

Nickelodeon, the UK’s number one commercial kids’ TV channel, has hired digital advertising agency Ralph to create a new digital campaign for the interactive Me:TV @ the Nickelodeon Kids’ Choice Awards, which will allows kids to record and upload clips for a chance to appear in a live programme and compete against each other in real time via their broadband webcam.

Broadcast during the October half term, Me:TV will be themed around the Nickelodeon Kids’ Choice Awards – the 1st ever Nickelodeon Kids’ Choice Awards to be hosted in the UK, happening on Saturday 20th October. Me:TV @ the Nickelodeon Kids’ Choice Awards will feature exclusive behind the scenes footage and interviews with chart superstar and X Factor winner Shayne Ward, Harry Potter’s Emma Watson and BRIT Award winning band McFly.

The Bafta award winning interactive hit show Me:TV launched in October 2006 and pulled in a quarter of a million viewers each day, making it the number-one kids’ show in cable and satellite homes during the October school half term in its 10-12noon slot.To help Nickelodeon drive traffic and engage and interact with its core 9-13 year old audience, Ralph created the microsite www.nick.co.uk/metv – the webcam audition studio where kids can record themselves, view the footage on the site and submit their audition clips. Ralph also created a Flash video player which allows kids to watch Nickelodeon presenters creating their own clips. Ralph developed the voting mechanism which will allow the audience to vote for their favourite clip online and on air.

Me:TV @ the Nickelodeon Kids’ Choice Awards culminates in a live Friday final, featuring the winners from each day’s interactive competition. Nickelodeon will support the campaign with TV advertising and on-air support. Ralph will also evaluate the success of the campaign by tracking uploads and click-throughs.

Ralph were hired without a pitch given their extensive broadcast experience which includes campaigns for Channel 4, FX and Virgin Media.

Me:TV @ the Nickelodeon Kids’ Choice Awards reflects Nickelodeon’s commitment to digital and interactive TV, and is part of a continued relationship with Ralph who previously created online games for Nickelodeon’s hit shows including SpongeBob SquarePants, digital platforms for ‘Musical March’ Nickelodeon’s first user generated content show for pre-school kids, and the online Flash video player Turbo Nick UK which allowed viewers to watch the best clips from Nickelodeon’s back catalogue of shows, as well as exclusive clips before they were aired.

Chris Hassell, director at Ralph said: “Capturing the attention of net-savvy, hard-to-reach kids is an increasingly difficult task. They can be incredibly demanding in terms of what they want and how they want to be entertained. Making sure the site is safe, easy to understand and engaging so that kids actually want to record themselves is key as is making sure that the online design ties in with the on air design, combined with the very best interactive technology for kids.”

www.nick.co.uk/metv
www.ralphandco.com

Related:

• No Related Post