Nickelodeon SLIMEFEST



Nickelodeon SLIMEFEST is a fun-packed family event that combines chart-topping musical acts with the opportunity for the audience to get drenched in disgusting green slime. The 2018 edition was hosted by dance act Diversity and saw nine acts performing across 3 days (October 20-22 at The Arena, Blackpool Pleasure). There were also guest appearances from Nick onscreen talent including JoJo Siwa and Kira Kosarin.
Tickets were sold out within six weeks, with 12,000 kids and families in attendance. The event is also an important corporate hospitality opportunity. This year, 400 clients and stakeholders were in attendance, ranging from sponsors and consumer product partners to talent families and network affiliates (eg Sky and BT).
Putting together a live performance music event is challenging enough in itself. But the operational complexity of staging the event goes to a whole new level when you add slimings into the mix. Mechanisms need to be designed to ensure a variety of slime executions, with optimal coverage for the kids in attendance.
While SLIMEFEST is valuable as an event in its own right, it is essential from a brand-building perspective that the content is accessible to Nick fans across all media platforms. So in addition to the 12,000 people who attended in 2018, there was a TV show which reached 237.7k viewers. SLIMEFEST 2018 also achieved social media reach of almost 12 million via its in-house activities and designated social influencers.
In the months leading up to the event, Nickelodeon’s in-house marketing team put together a 360 marketing campaign that encompassed TV, digital, print, outdoor and social media. As for the event’s PR strategy, celebrity guests and the press were invited to maximise engagement over the weekend. This resulted in 100 million opportunities to see, and £600K AVE (Advertising Value Equivalent) representing 11:1 return on investment.

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