The Kiss network has partnered with Lionsgate UK for a partnership that will see it partner the Power Rangers in a campaign that offers aspiring DJs the “chance to play a gig of a lifetime” - a competition it is calling Power Mixers.
Taking influence from the movie’s premise, five teens who inherit extraordinary powers, Kiss is building the campaign around a digital pop-up radio station, offering to play 10 tracks from aspiring DJs.
Abby Carvosso, group managing director Bauer Media Advertising, said: “We were able to bring together our deep insight and instinct around the Kiss audience to life by creating a commercial content partnership that will truly engage with our audience and also bring the film to life and deliver cultural impact for the client”.
Simon Dunstan, senior promotions manager, Lionsgate UK, added: “Kiss is the perfect brand match for a fully immersive, integrated partnership for Saban’s Power Rangers. The creation of a ‘pop up’ digital station to host ‘The Power Mixes’ is a unique way to engage with our audience in a highly creative way, speaking to them directly via music, one of their passion points.”
The campaign, brokered by The Story Lab, additionally offers the entrants the chance to perform their track at a Kiss event – the winner will be announced 24 March, the movie’s launch date.
It accompanies unofficial activity around the launch of the movie from Twitch, which is streaming all 23 seasons of the Power Rangers TV show in the run up as part of its evolution into programmed content.