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Marketing/Advertising Briefs

7/29/2005 8:00 PM Eastern

Nick Doles Out $1M To Encourage Kids to Play

New York —Nickelodeon said it will distribute more than $1 million to kids nationwide from September to June 2006 as part of its “Let's Just Play” program.

The network also signed Kellogg Co. as the first of 10 monthly partners for the campaign, with the cereal maker agreeing to match a Nickelodeon grant of $100,000 for September.

As part of its sponsorship, Kellogg's logo will be featured in Nickelodeon “call for entries” spots for the program, in which kids, teachers and community leaders will be asked to tell Nickelodeon “what they need for their school or club to help them play better and why.”

Over the 10-month period, Nickelodeon said it will award a minimum of 20 winners per month with $5,000 each to help facilitate play in their community.

To commemorate the campaign, Nickelodeon will hold its second annual “Worldwide Day of Play” on Oct. 1, when it will go dark for three hours.

The children's network said it will preempt regularly scheduled programming, replacing its shows with images “encouraging kids to be active and to engage in physical play,” along with the Worldwide Day of Play logo.

GSN Plays Big With New Sweepstakes

Santa Monica, Calif. — GSN said it will kick off a sweepstakes promotion today (Aug. 1) for the fourth season of its Lingo game show.

The “Play Big to Win Sweepstakes” will encourage viewers to play along on GSN.com for a chance to win a trip to Los Angeles to dine with Lingo host Chuck Woolery. The package includes a trip for two to Los Angeles for three days and two nights, and a tour of Sony Pictures Studios. GSN will also give 14 first-prize winners a $100 Big Lots Shopping Spree certificates.

Viewers can enter the sweepstakes on GSN.com. Each time they play along with the Lingo program, they'll automatically be entered into the sweepstakes.

Turner Sponsors Local Screenings for Affiliates

Atlanta — Turner Network Sales said it's teaming up with cable affiliates nationwide to host local screenings of programs from Adult Swim, Boomerang and Cartoon Network.

Its “Adult Swim's Screening-in-a-Box,” “Boomerang's Big Bash” and “Cartoon Network's Toon Takeover” are designed to help affiliates with customer retention and new subscriber-acquisition efforts. Affiliates will be able to co-sponsor the events with local advertisers or partner with local charities for public affairs initiatives.

'Diego' Gets VOD Premiere

New York — Looking to ramp up toddlers and their caretakers' interest for its new series, Nick Jr. said Go, Diego, Go! will premiere on Cablevision Systems Corp.'s iO: Interactive Optimum platform weeks before its linear network debut.

The first episode of the animated preschool action adventure series — spun off from Nickelodeon's Dora the Explorer — will be available on iO's “Nick on Demand” free VOD service Aug. 21, before debuting on Nick Sept. 6, at 8 p.m. Go, Diego, Go! will then run on regularly on Wednesdays, at 11 a.m.

Cablevision joins Charter Communications Inc. in offering the show on an on- demand basis.

K2 Hires Former Turner Exec Fakier

Pasadena, Calif. — K2 Marketing Group said it hired former Turner Broadcasting System Inc. executive Libby Fakier as director of client services for its newly formed cable-marketing group.

Fakier spent 13 years at Turner, where as director of partnership marketing, she was responsible for developing and executing the “NASCAR on TNT” national promotion. She also developed Cable News Network's “Your Choice. Your Voice.” election promotion, which won a Cable Television Public Affairs Association Beacon Award, and executed the affiliate programs for Cartoon Network's “Smash Tennis,” “Cool Toons Mobile,” and “Quest World Adventure” promotions.

September