Sep 14, 2018
By Nicole Bitette
A marketing partnership designed to add extra “surprise and delight.”
A dynamic brand collaboration between Amazon and Nickelodeon means that, for a limited time, the smiles appearing on your Amazon boxes could be that of the Teenage Mutant Ninja Turtles. The online shopping giant will feature Rise of the Teenage Mutant Ninja Turtles on Amazon boxes to help promote the new series which premieres on television on Sept. 17.
Pam Kaufman, president of Viacom/Nickelodeon Global Consumer Products, said that the deal was a no-brainer for the brand due to the reach it would give the famous Turtles. “It took us seven seconds to say yes,” Kaufman says.
Previous takeovers include Minions (2015), Revlon (2017), and The Greatest Showman on Earth (2017). Consumers tweeted ahead of the Minions box release that they planned to order from Amazon just to get one of the boxes, TechCrunch reported at the time. “Everyone loves receiving their online delivery, and within retail marketing, we think the ecommerce box will become the next highway billboard,” says Andrea Fasulo, SVP, Consumer Products Marketing for Nickelodeon.
“With a program like this, we look to add an extra ‘surprise and delight’ element to customers’ Amazon deliveries,” says Jamie Lomas, global advertising sales director, Amazon Advertising. “Teenage Mutant Ninja Turtles is a property that has a tremendous and unique cross-generational appeal amongst Amazon customers and beyond.”
Lomas added that Amazon Advertising is always thinking about the next innovative experience it can create for customers based on the breadth of its assets and media capabilities.
“We’re open to any idea that’s a great customer experience. We’re always ready to come to the table for these types of collaborations.”