Youth Marketing Mega Event
March 2-5, 2008
Newport Beach, CA
Regulatory Kid Watch
April 1-2, 2008
Washington DC
Dutch Youth Marketing Conference
May 21, 2008
Eftling, Netherlands
Marketing to the New Super Consumer: Mom & Kid
Ideas and Advice That Will Assist in Reaching the Newest Consumer Out
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Airheads.com: Out-of-Control Fun!
AirHeads® recently engaged WonderGroup to completely revamp its website in order to make it a true extension of the brand’s irreverently fun, “Out-of-Control” personality.
The team chose a design that manifests AirHeads®’ benign rebellion through lifestyle images of actual kids and locations mixed with imaginative elements of fantasy. The incorporation of “Easter eggs” also plays an important role in the design, keeping the website fresh and allowing kids to explore and discover the AirHeads brand in new, imaginative ways.
The site includes product information, recipes and special sections for the press, teachers and parents. But, make no mistake; this site is all about giving kids the fun they crave from their favorite candy. So, whether you’re a kid or just a kid at heart, log on to airheads.com and play games, download a buddy icon and make your voice heard in one of the many polls. Oh, and grab your popcorn and be sure to watch the hilarious Factory Tour video!
Humongous: Backyard Football® ’08 Kicks Off With Webisodes
Backyard Sports launched its new “Football 2008” title and turned to WonderGroup for our strategic capabilities and consumer-insight-driven processes to drive brand awareness and excitement leading to request and, ultimately, purchase. The result? A 360º truly integrated campaign drawing upon the insight that kids in our 7-to-9-year-old target group really respond to absurdist humor with broad juxtapositions. Centering around a “Switcheroo” promotion in which the winner could switch places with an NFL® pro for a day, WonderGroup brought this concept to life with full-page print in Sports Illustrated for Kids, media-rich banners on targeted websites, a :15 spot broadcast on Cartoon Network and a slate of viral cliff-hanger webisodes running on backyardsports.com and NFLRUSH.com
Taking full advantage of the medium, each webisode featured the trademark slapstick physical humor that resonates with kids this age, along with hilarious smack talking and puns that had kids visiting the site in record numbers for more. In a send-up of the classic NFL FILMS series, each webisode “stars” Bubba, a hulking NFL lineman whose deep, grown-up voice is now coming out of the mouth of our “co-star” Billy, a typical Backyard-Sports-game-playing 9-year old, whose voice is now coming out of Bubba’s mouth. Just seeing Bubba’s giant head resting on diminutive Billy’s shoulders is funny enough – but their antics take them from the living room all the way to Egypt over the story arc of 4 webisodes, as they search for a way to “switcheroo” back. Do they make it? Log on to find out!
Current Feature Article : What We All Can Learn From Toys
As a faculty member of the Toy/Game/Inventor Foundation® I had the opportunity to address the TGIF annual conference last month regarding things one can learn from past failures and successes. Now I find that by looking at some of the many toy failures and successes I've been associated with over the years, there is, again, a lot to be learned. go >
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