iCarly Gives Bird’s Eye a Boost

by Nate Wooley | November 26, 2012 3:00 pm

iCarly Gives Bird’s Eye a Boost

icarly iCarly Gives Bird's Eye a Boost[1]A partnership with popular TV show, iCarly, has played out well for frozen food firm Bird’s Eye.

The show, produced by Viacom’s (NASDAQ:VIA[2]) Nickelodeon, promoted the brand between July 9 and Sept. 9 with the “iCarly iCook with Bird’s Eye” marketing campaign, according to Mediapost.com[3]. The program was a part of Bird’s Eye’s efforts to promote healthy eating for kids and teens through the Partnership for a Healthier America, a nonprofit group working to end childhood obesity.

Efforts in the campaign centered on a part of the Nickelodeon website[4], and featured events and promotions such as a sweepstakes offering a trip to see a taping of the iCarly show and other prizes. Also, bonus content could be unlocked on the site through entering a UPC code from a Bird’s Eye product.

The sweepstakes generated more than 40,000 entries, while a recipe contest — with the winner’s recipe being featured on the show and mentioned by its star, Jennette McCurdy — saw more than 16,000 entries. The special website saw more than 255,000 page views.

Sales for frozen foods went up during the promotional period, with more than one-third of that growth coming from the Bird’s Eye brand.

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Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2012/11/icarly.jpg
  2. VIA: http://studio-5.financialcontent.com/investplace/quote?Symbol=VIA
  3. according to Mediapost.com: http://www.mediapost.com/publications/article/187720/birds-eye-reports-success-with-icarly-partnershi.html#axzz2DLWjz1Fq
  4. on a part of the Nickelodeon website: http://ads.nick.com/sponsors/2012/birdseye/
  5. Internet-Connected TVs Look Set to Take Off: http://investorplace.com/2012/11/internet-connected-tvs-look-set-to-take-off/
  6. Kelsey Grammer Brings Baby to Playboy Mansion: http://investorplace.com/2012/10/kelsey-grammer-brings-baby-to-playboy-mansion/
  7. NBC Leaves ABC, CBS, Fox in the Dust: http://investorplace.com/2012/11/nbc-leaves-abc-cbs-fox-in-the-dust/

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