Nikon renews Hollyoaks sponsorship and launches competition
Channel 4 Sales has announced that Nikon has renewed its sponsorship with Hollyoaks for another year, and the launch of a competition offering a chance to appear in an episode. The sales promotion is the first-ever competition to give customers of Nikon's COOLPIX S3100 camera the chance to win a walk-on part in an episode of the popular teen drama. The campaign launched exclusively in 348 ASDA stores nationwide this week as well as on ASDA Direct, featuring a Hollyoaks branded free standing display units within camera departments. The partnership is further leveraged with large poster sites at the ASDA trolley bays, promotional trails on ASDA Radio, through Nikon's Facebook pages, and on e4.com. It is underpinned by the existing sponsorship idents on Channel 4, E4 and 4oD. As part of a licencing agreement with Lime Pictures, promotional packages of the COOLPIX S3100 will feature Hollyoaks branding and character imagery. The cameras will be available in seven colours, each themed to match a popular Hollyoaks character, and will contain a DVD featuring instructions from that character on how to enter the competition. These videos will also be hosted on e4.com. Jeremy Gilbert, group marketing manager at Nikon UK, said: "We are delighted to further build on Nikon's relationship with Hollyoaks with the continued sponsorship of the programme and the launch of the competition with Asda. Nikon's stronger association with the hugely popular teen drama is further helping to change the perception of the Nikon brand, and attract a younger audience." The promotional artwork for the competition was designed by creative agency DCH. The deal was brokered by Mediacom Beyond Advertising.