SPONGEBOB SQUAREPANTS IN MADDEN NFL19
CLIP LICENSING FOR IMPACTFUL ADVERTISING
BACKGROUND:
Each year EA Games releases a new and updated Madden NFL gaming title. The typically create a showstopping trailer to promote the new game.
THE CALL TO BORN:
Electronic Arts creative agency Johannes Leonardo reached out to us with a request to license a well known animation clip as part of the trailer.
THE RESEARCH AND DEVELOPMENT:
The agency had a number of cartoon moments in mind and asked us to explore the feasibility of licensing those while putting together a shortlist of back up options. We engaged with a number of Rights Holders to walk them through the creative direction and negotiate the commercial terms should their clip be chosen.
WHERE BORN LICENSING ADDED VALUE:
The final chosen clip was a sequence with SpongeBob and Patrick from SpongeBob SquarePants. As Born Licensing are licensing agents for Viacom Nickelodeon, we negotiated the licensing commercial terms and managed all other aspects of the project from start to finish without charging any clearance fees. We are able to do this thanks to our unique business model and strong appointed agency relationship with ViacomCBS.
THE APPROVAL PROCESS:
ViacomCBS, the Licensors of SpongeBob SquarePants reviewed and approved the script, storyboards, still poses, edits and final material. Born Licensing managed the entire approval process from start to finish, allowing EA Games and Johannes Leonardo to focus on the rest of the production.
THE LAUNCH:
The over 3 minute long trailer launched globally and in addition to SpongeBob and Patrick featured stars Nicki Minaj, comedian Chris Redd, rapper Lil Dicky and Quavo.
THE DIFFERENCE:
Born Licensing managed the licensing of the SpongeBob SquarePants clip and did not charge Johannes Leonardo or EA Games any clearance fees. Thanks to our unique business model and strong relationships with ViacomCBS, we were able to provide a full service without any additional overhead, saving money from the budget and helping make the job feasible.
©Viacom. Created by Stephen Hillenburg.
THE EXPERIENCE
Born Licensing managed the entire licensing process from start to finish, including research and development, negotiation of commercial terms, the contractual process, invoicing, the brand assurance / approval process and everything else that came up relating to the use of the SpongeBob SquarePants clip.
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