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Rice Krispy TreatsHostess Baked GoodsLittle Debbie CakesEggo WafflesKellogg's Pop Tarts
BREADS & PASTRIESBREADS & PASTRIES
Air Heads
Bubble Tape Bubble GumIce Breakers GumWrigley’s Juicy Fruit GumTopps Push PopsNestle WonderballRing Pops
TwizzlersNestle CrunchWonka CandyButterfingerMilky WayHershey Bar3 MusketeersStarburstHershey’s KissesLife Savers & Crème SaversSkittlesKit KatReese’s Cups & SticksM&MsSnickers
CANDY & GUMCANDY & GUM
KixCocoa PuffsLucky CharmsLife CerealTrixReese’s Peanut Butter PuffsApple JacksCinnamon Toast CrunchFroot LoopsHoneycombCaptain CrunchPebblesFrosted FlakesCheerios
CEREALSCEREALSCoca-ColaPepsiSpriteMountain Dew7 UpDr. Pepper
Milk
Nestle Nesquik Milk & Drink Mix
Hi-C Fruit Juices & DrinksJuicy JuiceTangCapri Sun Fruit DrinksSunny Delight Fruit DrinksKool-Aid
DRINKSDRINKS
Nestle Cones and PopsPopsicle
ICE CREAMICE CREAM
Smuckers Jams & JelliesJif Peanut Butter
PEANUT BUTTER & JELLYPEANUT BUTTER & JELLY
Chips DeluxeCheese NipsTeddy GrahamsCheez-ItChips AhoyPepperidge Farm GoldfishRitz Crackers & BitsOreo Cookies
COOKIES & CRACKERSCOOKIES & CRACKERS
Jell-O Gelatin & Pudding Snacks
Dannon DanimalsYoplait Go-Gurt YogurtTrix Yogurt
General Mills Milk & Cereal Bars
Quaker Chewy Granola BarsGushers Fruit SnackFruit By The FootFruit Rollups
OTHER SNACKSOTHER SNACKS
Chuck E-CheeseSubwayPizza HutKFCWendy’sBurger KingMcDonalds
RESTAURANTSRESTAURANTS
Campbell’s SoupSpaghettio’sTotinos Frozen Pizza RollsChef Boyardee PastaLunchablesKraft Macaroni & Cheese
PREPARED FOODSPREPARED FOODS
FritosBugle Corn SnacksLays Potato ChipsRufflesCheetosDoritosPringles
SALTY SNACKSSALTY SNACKS
wonka.comhersheys.comwonderball.compepsi.comgushers.comwhymilk.comnutritioncamp.comgot-milk.comwendys.com (kids’ section)nesquik.comgotmilk.comus.mms.comnestlecrunch.comfunkyfaces.comtwinkies.comnabiscoworld.comfrootloops.comtopps.commysoup.comdrpepper.comtonythetiger.commypasta.comdoritos.comtonguetracks.commycoke.comdewbajablast.comthehollowtree.commountaindew.comdannon.comthecheesiest.commillsberry.comdanimalsxl.comsunnyd.comlunchables.comcuatmcdonalds.comsubway-kids.comluckycharmsfun.comchuckecheese.comstarburst.comlittledebbie.comchefboy.comsprite.comlifecereals.comcheetos.comsnickers.comkool-aid.comcaprisun.comsmuckers.comkidztown.comcapncrunch.comskittles.comkids.icecream.comcandystand.comsillyrabbit.millsberry.comkfc.com (kids’ section)butterfinger.comronald.comkelloggs.com/products/treats/index.htmlbubbletape.comquakeraday.com (family fun section)kelloggsfunktown.combubblegum.compringles.comkeebler.com/brand/onthegosnacksbk.com (kids’ section)postopia.comjuicyfruit.comapplejacks.compoptarts.comjuicyjuice.com (just for kids’ section)airheads.compopsicle.comjello.com7up.compfgoldfish.comhonbatz.com3musketeers.com
WEBSITES INCLUDED IN THE STUDYWEBSITES INCLUDED IN THE STUDY
Live Internet Tour of Food Sites for KidsLive Internet Tour of Food Sites for Kids
Overview of Key Findings
I. AdvergamesII. Additional Brand Exposures (beyond games)III. Customization of Visitor’s ExperienceIV. Marketing PartnershipsV. Extending the Online ExperienceVI. Educational ContentVII. Website Protections for Children
85% of the brands originally identified for study had a website targeting children or had content likely to be of
interest to them.
I. ‘Advergames’
• 73% of study websites included games
• 546 total games*
• Mean = 7 games per site (range from 0 to 67)
• 97% of games included at least one “brand marker”– Brand Character– Brand Logo– Product– Package
Advergames (cont.)
• In 64% of the games, a brand marker was prominent
• Mechanisms to Encourage Repeat Play– “Play Again?” (71%)– Levels of Play (45%)– Recommendations (22%)– Leader Board (39%)
II. Brand Exposures beyond the Games
• Brand Marks– Average of 2 different types of brand marks per
website page – Results reflect types not each occurrence
• Brand Benefit Claims– (e.g., taste, suggested use, fun, variety)
• 1500 explicit claims across sites• At least one claim made for 79% of study sample
• Nutrition Information and Claims
• Television Ads (or Video)– Appeared on 53% of study websites
Nutrition Information• General Nutrition
Information (51%)– Nutrition Facts– Ingredient Lists– Allergens– etc.
• Nutrition Claims (44%)– 380 total claims– Vitamins & Minerals– Fat– Sugar– etc.
• Healthy Eating Advice (27%)
Television Commercials (example)
Television Commercials (example)
III. Customization of Visitor’s Website Experience
• Website Membership or Registration• Viral Marketing
Website Membership
• Membership encourages multiple website visits
• 25% of study websites offer membership to children (12 and under)– 13% require parent permission– 12% do not
• Provides access to special site features– Gaming enhancements– “Sneak peeks” at new brand content– Earn rewards– Customize “my” web space– etc.
Website Membership (example)
Website Membership (example)
Viral Marketing• Encourages consumers
to communicate with one another about a brand
• 64% of study websites used email to stimulate W-O-M– E-cards– Game challenge– Invitation to website
Viral Marketing (example)
Viral Marketing (example)
IV. Marketing Partnerships
• Collaborative Efforts with other Brands– Many potential benefits: exposure, positive brand
associations, message impact, cost sharing
• Media Tie-Ins (47% of sample)– Movies (31%)– Television Shows (25%)– Both (9%)
• Promotions and Sponsorships
Movie Tie-In (example)
• M&Ms & Star Wars• Integrated Marketing Communications
– (e.g., screensavers, wallpapers, e-cards, themed packaging, TV ads, video, downloads)
Marketing Partnerships (cont.)
• Promotions and Sponsorships (65%)– Sweepstakes or Contest (40%)– Premiums (31%)
Marketing Partnerships (cont.)
• Sweepstakes or Contest (40%)
• Requires Parent Involvement– To Enter– To Claim Prize
Marketing Partnerships (cont.)
• “Premiums”(31%)
• Items offered for free or at discounted price with brand purchase(s)
V. Extending the Online Experience
• Brand “Extras”(76%)
• 70 Types– Desktop
Features– Brand
Reminders– Arts & Crafts– Games– Toys– Health &
Wellness– etc.
Extending the Online Experience (cont.)
• Opportunities to Earn “Rewards”(39%)
• Collect– Points, UPCs or
codes– Package (38%)
• Earn (e.g.,)– Premiums– Customizable
Features– Downloads– New Games
• Direct Link between Website and Product Use
VI. Educational Content
• Educational Information (35%)
• Topics (e.g.,)– History– Math– Sports– Web
Safety– Nutrition– Science
Education (example)
“Adver-cation” (example)
• Appeared on 33% of study websites • Blurs the line between advertising and education
VII. Website Protections for Children
• Privacy Protections– Careful Screening (if needed)
• Explicit Information for Parents – Provided on 97% of study websites (e.g.,)
• Information Collected from Children (91%)• Specific Mention of COPPA (76%)• Specific Mention of CARU guidelines (47%)• Contact Link for Parents (87%)
• Ad Breaks– Provided on 18% of websites
• in Multiple Locations
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