Using the Build-A-Bear Workshop model of success, the first key point I would like to discuss when marketing to children online is INTERACTIVITY.
Build-A-Bear makes use of this interactivity not only in their store, but also on their website as well. They are so clever over there at BABW!
Advergaming
Interactivity is something that companies have been capitalizing for years online, mainly in the form of advergaming. The term advergame was initially coined by by Anthony Giallourakis who purchased the URL advergames.com in January 2000, and when it was mentioned by a columnist in Wired in 2001, and has been applied to various free online games commissioned by major companies. Here, a website will offer an interactive game or activity in order to draw children to the website. This is done for toys, food, children’s TV channels and shows, movies, and pretty much any site that is looking to attract a younger audience.
One of the most successful online advergaming portal has been Wrigley’s Candystand.com. Launched by the LifeSavers Company in March 1997, Candystand.com reaches over 5MM unique users each month.
The games are purposely easy and simple to play, and many in fact become quite popular. Most games will include some product placement – the children can first “experience” the new toy or movie by playing the online game. Advergames are known to “lift brand metrics such as brand awareness, message association and purchase intent. After playing a game, consumers are more likely to remember not just the brand or product itself, but to associate specific brand attributes with it.” (Wikipedia)
The prolonged brand exposure that comes with advergaming is a very effective way of marketing to children online, it creates an emotional frame of reference for the products as they are associated with the game. It offers them the interactivity and stimulation they enjoy, all the while reminding them of the underlying message:
Buy This!
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