The promotion allows anyone who buys two gallons of milk at local supermarkets to receive a free special issue of Nickelodeon Magazine.
The issue, called "The Best of Nickelodeon Magazine," is sponsored by the National Fluid Milk Processors Education Program. It will weave in past articles from Nickelodeon with 10 popular ads featuring such milk-mustached celebrities as Britney Spears, the Backstreet Boys and Jennifer Love Hewitt.
The custom publication also includes a pull-out milk mustache activity placemat and a "Mug It Up With Milk Sweepstakes" that gives consumers a chance to win a $5,000 scholarship and an appearance in a Nickelodeon milk mustache ad.
4.5 MILLION DISTRIBUTED
Some 4.5 million copies of the special issue will be distributed to 15,000 supermarkets nationwide in special milk-aisle displays.
In addition, Nickelodeon has publicized the promotion in current issues of Nickelodeon Magazine and Rugrats Comic Adventure, said Dan Sullivan, VP-general manager, Nickelodeon Magazine Group.
Nickelodeon has also plugged the promo on its magazines' renewal notices and overwraps.
The Nickelodeon effort targets mothers and kids and is one facet of MilkPEP's $100 million-plus overall advertising push from Bozell Worldwide, New York.
Along with print, the media commitment between Nickelodeon and "Got Milk" also includes 3 million impressions of "Got Milk?" banners on Nickelodeon's Web site (nick.com).
MilkPEP has previously produced custom publications with Life, People and others. It has also implemented promotional campaigns with other kid-affiliated companies such as the Cartoon Network and Fox Family Channel.
Last year, the dairy group sponsored its first childrens' magazine with Crayola Kids in a similar supermarket promotion that reached 10,000 locations.
Nickelodeon Magazine is published 10 times a year and targets 6- to-4-year-olds. It has a rate base of 900,000 and a monthly readership of 6.6 million.
Rugrats Comic Adventures has a 6-to-12-year-old readership of 750,000 a month. With a rate base of 150,000, it is published 12 times a year.
Nickelodeon and MilkPEP plan to extend their relationship next year, but are still negotiating the details, said Peter Gardiner, senior partner-media director at Bozell.