Nickelodeon UK has teamed with virtual world website MovieStarPlanet to promote its new series Bella and the Bulldogs.
The partnership, secured by UM London and Sunchaser, involves characters from the virtual world of MovieStarPlanet. The site, which is also accessible on tablet and mobile devices, allows children create an account, choose an avatar, and compete to become a famous virtual movie star.
For the tie-up with Nickelodeon, users who log in to MovieStarPlanet from today (9 April) will be given a free virtual Bella and the Bulldogs top to dress their character in as well as watch clips from the series in a virtual cinema.
Alison Bakunowich, vice president and director of creative, marketing and communications at Nickelodeon UK, said: “It is brilliant to be the first brand to launch a partnership of this kind with MovieStarPlanet. We hope that the activation will complement our other promotional plans for the series, helping to build a strong UK fan base ahead of the show’s UK premiere.”
Bakunowich added that she hopes the partnership will encourage the series' audience - children aged 7-12 years - to creat user generated content associated with the show.
The series premieres on Nickelodeon on Monday 27 April.