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Lego Disney Channel

Lego Friends to sponsor Disney Channel original film 'Teen Beach Movie' this summer

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By Gillian West, Social media manager

July 16, 2013 | 2 min read

Lego and Disney Channel’s ‘Teen Beach Movie’ have come together for an integrated sponsorship deal to promote the iconic toy brands Lego Friends range.

The deal, developed in collaboration between Carat Sponsorship and Disneymedia+, includes sponsorship of the ‘Teen Beach Movie’ premiere on Friday 19 July as well as subsequent repeats, an on-air competition and social and digital activity.

“We are extremely excited to be working with such a fantastic brand on what is sure to be a summer hit! Both Lego Friends and Disney pride themselves on being both inspirational and fun, which makes this sponsorship a match made in heaven. The collaborationis also key in enabling us to raise awareness of the Lego Friends brand with our target audience,” remarked Kathryn Marriott, brand manager at Lego.

An on-air campaign including 30” ad spots highlights the competition where viewers have the chance to win an exclusive pack celebrating the premiere of the film with their friends and family. The ad features a call to action to visit the specially created microsite, driving traffic and featuring games for fans to play.

Off-air activity includes rich digital sponsorship of the ‘Teen Beach Movie’ website, a branded live cast on the Disney Channel site, and social media. Further experiential and PR activity will also be undertaken to support the campaign.

Disneymedia+ UK and Ireland commercial director, Bobi Carley, commented: “Through this campaign we’re able connect with our viewers across whole range of media channels to build awareness for Lego Friends and excitement around the highly anticipated Teen Beach Movie.”

Clarke Doughterty, sponsorship executive at Carat, added: “The campaign will help to get girls to engage with the brand, and ensures awareness levels stay high across the summer holiday period.”

Lego Disney Channel

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