EVENTS & PROMOTIONS: PROMO SPOTLIGHT: NICKELODEON GIVES WHEELS TO ITS KIDS VOLUNTEERISM EFFORT

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Effort: Nickelodeon "Big Help"-mobile.

Marketer: Viacom's Nickelodeon, New York.

Agency: In-house.

Twist: Building on its "Big Help" kids volunteer program initiated in 1994, the cable TV network added a mobile marketing vehicle to this year's effort, featuring interactive media kiosks and 12 video monitors. Through a short-term partnership with McDonald's Corp., Nick's "Big Help"-mobile tours the U.S. this fall, staffed with high-energy personnel who promote the Nickelodeon brand and teach kids how to become community volunteers.

Vital statistics: The "Big Help" tour began Sept. 27 and runs at least through yearend, stopping at high-traffic locations and McDonald's restaurants. "Big Help" calendars were given away free at McDonald's with purchase. A resource guide also was created with help from McDonald's, to be distributed at classrooms and other educational outlets. Nickelodeon telecasts the "Big Help-a-thon" live from Los Angeles Oct. 19.

Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or

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