Activision Publishing, Inc. (Nasdaq: ATVI) and Viacom International Media Networks (VIMN), a unit of Viacom Inc. (NYSE: VIA, VIA.B), today announce a dynamic marketing partnership to promote Activision’s new family franchise Skylanders Spyro’s Adventure™ in key territories across Europe this Autumn.

Nickelodeon and Activision will join forces to launch a fully integrated, highly interactive 360 degree marketing activity comprising a series of co-branded live events with on-air and digital promotion. A first for both Nickelodeon and Activision, a programme of co-branded live events will offer kids and families the opportunity to be amongst the first globally to trial game-play of the Skylanders Spyro’s Adventure game, as well as to participate in a variety of family-friendly activities.

Nickelodeon’s expertise will be used to create a series of stunning and engaging events suitable for the whole family, and will provide the best platform to showcase trialling opportunities of Skylanders Spyro’s Adventure. The live events will see the infamous Nickelodeon Slime truck transformed into the world of Skylanders Spyro’s Adventure to tour the UK, France, Germany, Italy, Netherlands, Sweden and Spain this autumn. In addition to game trialling opportunities, each live event will feature a themed stage show led by Nickelodeon’s presenters as well as brand engagement activities, where one of the game’s elements will be brought to life.

Imke Heinrich, Marketing Manager, Activision Publishing Europe, commented, “We are very excited to be combining Nickelodeon’s fun nature and strength as a family brand with the magic of Skylanders Spyro’s Adventure, to debut a bespoke interactive tour of Europe. We believe this will be the ideal platform to connect with fans across Europe, giving them the opportunity to be amongst the first in the world to play the Skylanders Spyro’s Adventure game and enjoy fun-filled activities in a fully immersive environment.”

Commented Antonio Canto, Senior Vice President, Viacom Brand Solutions International, “Nickelodeon is a powerful brand which engages with kids and families on a global scale. Our expertise and knowledge of our audience and markets allow us to provide the ultimate multi-platform marketing campaign to launch Activision’s new product. This is the first bespoke on the ground marketing tour for both Nickelodeon and Activision – taking the new product to 7 countries over 10 events across Europe. It truly represents our innovative and creative 360 approach to campaigns.”