Nick Takes Over, an arena of touring sports and beach-themed activities, has reached over 27,000 kids nationally since its summer 1996 launch. When Nick Takes Over Your Beach (NTOYB) toured Perth in February, 1,045 kids got involved at one venue and 1,152 kids at another. These records were broken when NTOYB went to Adelaide in March Ñ 583 kids attended one session, 2,277 the other. Another initiative is Moby Dick, a customised double decker bus in the shape of a whale that travels Australia, including remote areas. In its ÒstomachÓ is a full multimedia lab, allowing kids to play with computers, sit in the Nick Cinema area and talk in the lounge. More than 67,000 kids to date Ñ 50.3% girls and 49.7% boys Ñ have participated. The Nickelodeon database lists about 93,000 kids. This market is maintained through a quarterly magazine, birthday cards and correspondence through a free-post system. ÒAll our events are free and kid-centric, ensuring they own the channel,Ó says Gray-Spencer. ÒWeÕre not gender or age specific and our key role is entertainment. We call it ÔTV you can doÕ. Every time kids experience the Nickelodeon brand they can actually get involved with the brand.Ó
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