In France, Nestlé has recently launched a website for its Chocapic brand to engage kids and build a relationship with them online. It's an heavy Flash website created by Touche Etoile, full of goodies to entertain young consumers and introduce "Pico" the brand mascotte.
Users can explore the Picoland village using the keyboard to move around and discover the items and the houses around the site.
Picoland offers kids the possibility to watch the TV spot, play advergames and quizzes, send SMS and e-cards.
This is an interesting example of online marketing to kids, quite similar to the Animatosi village created in Italy by Kinder Ferrero.
New Media Age (sub. req.) recently published an interesting feature by Clare Good on the use of advertainment to target young consumers. The idea is not to deliver a straightforward call to action "buy-my-product" but rather to work on the branding aspect, to build a relationship with the children.
"Entertainment is vital to targeting younger age groups; creating something of such high entertainment value that kids talk about their product among their peer group is an advertiser's dream."