Nickelodeon Launches Major eCRM Programme

May 11, 2007 - Press Dispensary - The UK’s premier kids TV network, Nickelodeon, is launching an eCRM programme created by specialist digital agency, Underwired (http://www.underwired.com). This is the first eCRM work Underwired has produced for Nickelodeon following the agency's appointment in December 2006, and email activity launches in early May 2007.

Underwired was tasked to progress the existing eCRM programme using its creative ideas to develop deeper relationships with Nickelodeon and Nick Jr. viewers. The eCRM programme also aims to increase brand engagement and brand preference among viewers.

With the new Nick Jr. email newsletter design, Underwired faced the challenge of making it appealing to parents and suitable for sharing with children aged two to five. This was achieved by increasing the visual appeal of the email with a strong illustrative style and by adding practical activities for parents to keep children busy, such as providing video clips of favourite programmes (using Nickelodeon’s online streaming) and print outs to be coloured in by the kids.

Nickelodeon’s e-newsletter, targeting older children aged seven to 12, has been personalised and intelligently uses the rich, creative content available within Nickelodeon to make it relevant and engaging for different audience profiles.

Steven Brabenec, senior marketing manager at Nickelodeon, comments: “Our ambition is to be the most loved kids' entertainment brand, so we wanted to increase our eCRM activity to reflect Nickelodeon’s passion for kids’ television and our viewers. We already had a successful programme in place, and Underwired’s expertise has helped us build on this through personalisation and recognition of how kids are increasingly embracing digital media.

"We believe this will help us forge a closer relationship with our all-important viewers by providing them with an entertaining experience.”

Felix Velarde, Underwired's managing partner, says; "We are forging ahead with the change in Nickelodeon’s digital and eCRM strategy as the channel fully integrates its email and online presence with its on- and off-air marketing communications. As a result, eCRM is getting more traction as a marketing tool.”

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About Underwired
Underwired creates websites, online advertising and award-winning eCRM campaigns.

Its clients include Peugeot, Nickelodeon, Virgin Holidays, Virgin Megastores, Friends Reunited, AAR and Institute of Cancer Research, as well as a number of other B2C, B2B, government and NGO brands.

Underwired's work has won awards including several DMAs, BIMA and IWPAs.

Felix Velarde, Jason Holland and Lazar Dzamic manage the agency. Its website is at www.underwired.com.

About Nickelodeon

Nickelodeon UK comprises five dedicated award-winning entertainment channels for kids aged two to 12: Nickelodeon, Nicktoons, Nick Jr., Nick Jr. 2 and Nick Replay. Launched in 1993, Nickelodeon has consistently rated as the number one commercial kids' TV network in the UK and its channels are available in over 10 million cable and satellite homes.

Since launching in 1993, Nickelodeon has won a clutch of awards for its programmes and presenters, including Channel of the Year at the prestigious British Academy Children’s Film & Television Awards 2006. It has a high octane mix of imaginative live-action comedy and drama.

Nick Jr. was launched in 1999, and was the world's first channel dedicated to pre-school children. In 2005, it was named Best Specialist Channel at the inaugural Broadcast Digital Channel Awards.

Nick Jr. 2 was launched in 2006 and gives pre-schoolers a chance to join in with more episodes of their favourite shows.

Nicktoons was launched to critical acclaim in 2002 and is the home of such cult animation hits as Spongebob Squarepants.

Nick Replay is the one-hour time shift service of Nickelodeon.

In addition, each channel is complemented by red button games and interactive websites (http://www.nick.co.uk, http://www.nickjr.co.uk and http://www.nicktoons.co.uk), which are home to thriving online message boards and communities.

Nickelodeon UK is a joint venture between MTV Networks and BSkyB.

For further information, please contact:
Felix Velarde, managing partner, Underwired
Tel: +44 (0) 207 012 3992
Email:
Site: www.underwired.com