Pubblicità Italia reports Kinder and Ferrero snacks brands have launched an advertainment website targeting 4 to 12 years old kids. The site is called Animotosi and is built around the ideas of fun and movement. Advergames, e-cards, personalised cartoons create an attractive environment for young web surfers. The only thing I don’t really like is that there is also a mobile goodies section, where kids can download ringtones and logos. Even though I understand in Italy we have very young boys and girls owning a mobile phone, I’m not sure it’s very ethical to offer them such kind of content. Let’s be honest, 99 percent of the times kids don’t need a mobile phone, so why should we make them desire something completely unnecessary? Am I too radical in my views?
In Germany 12Snap has developed an on-pack promotion for Ferrero and the movie Shrek 2. From July to September, on the snacks Duplo and Hanuta, consumers can find codes to get java games, mms movies, sms postacards and other mobile gadgets related to the movie.
Ferrero has recently launched its first text & win campaign in Germany to promote Tic Tacs. As Brand Republic reports, entrants can win camera phones by texting a shortcode printed on the pack. The initiative is proving very successful and Ferrero is looking forward to replicate it in the UK. With the support of MindMatics they will also run a similar campaign for the Duplo chocolate bar. Both are aimed at the 12- to 16-year-old market.
German football fans can download the pictures (as MMS) of their favourite players directly to their mobile. The initiative, which runs a few weeks before the European Football Championship, is developed by MindMatics and sponsored by Ferrero’s snacks, Duplo and Hanuta. As Net Tribune (in German) reports, users find in the snacks a collectible sticker with a the short code that allows them to request, with a premium rate SMS, the MMS picture of the player. A series of 28 players and trainers is available. The service costs 0,99 euro per picture.
Pan e Cioc is the name of a new snack produced by Ferrero and promoted online with a micro-site (www.Kinderpanecioc.it) and an advertising campaign on MSN Italia (look at the screenshot in pdf). The Internet campaign targets adults between 25 and 45 years old, a segment that usually have children in school age. Ferrero’s main goal is to generate awareness of the product, and is using several rich media formats to deliver the message (for example Hockey Stick, Expanding banner and Overlayer). Dynamic Logic will measure the campaign’s results.
Ferrero believes in online and multimedia entertainment as a marketing tool to target kids. They are performing an integrated marketing strategy sincea a couple of years with a series of advergames available to anyone buying the famous Kinder Surprise Eggs. In Italy, they will soon launch a video game “I magicanti e i tre elementi�, supported by a Web site (www.magicanti.it) that is clearly inspired to Harry Potter, even if this is not stated anywhere.
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