Parents rejoice… or revolt.
In a colorful and exuberantÂ attempt to attract and retain their target audiences, Nickelodeon is getting deeper into the mobile marketing business with the launch of three new mobile Web sites focused on kids, tweens, and teens – the bread and butter troika ofÂ the NickelodeonÂ empire.
Currently, Nickâs main mobile site is located at wap.nick.com and, as expected,Â features family-friendly content, such as cartoons, pictures, flipbooks, and basic show and schedule information.
âWe are following our traditional linear TV and Web approach of launching demo-focused mobile Web sites around each of our brands,â said Steve Youngwood, executive vice president of digital media at Nickelodeon/MTVN Kids and Family Group, New York. âWe will selectively promote this online via some of our Web sites and on-air. We will be running an on-air promo starting next week around voting via the Nick mobile Web site for the 2008 Nickelodeon Kids Choice Awards.â
Also featured on the rapidly expanding mobile site is an assortment of branded games including: a TeeNick “Who is It” picture game, an Avatar: The Last Airbender game, and a SpongeBob SquarePants personality quiz and classic puzzle games such as Tic-Tac-Toe. But as YoungwoodÂ most enthusiasticallyÂ announced, the Nick mobile Web site also features the ability to vote for Nickelodeon’s 2008 Kids’ Choice Awards, scheduled for March 29. According to the cable network’s estimation, the ability to vote from a mobile device will dramatically increase interest in and viewership of the award show.
In keeping withÂ Nielsen’s 2007 Kids on the Go Study, tweens ages 8-12 spend at leastÂ 3.4 hours a week on mobile sites.
As it stands today, in the second quarter, Nick will launch three additional mini-sites on wap.nick.com centered on “TV events, such as SpongeBob SquarePants Pest of the West in April.”Â The N mobile site, for example,Â will debut early in second quarter 2008 on wap.the-n.com. It will feature a mobile version of Rank and other established and familiar games on The-N.com, the daily N’Sider blog with up toÂ the minute movie and music news, reviews, personality quizzes, flipbooks and other content related to fan-favorite shows on The N such as Degrassi, About A Girl, Saved By the Bell, and The N’s on-air schedule. By the end of 2008, Nickelodeon, in a partnership with Omnicom’s Group Inc.’s MangoMobile, will develop additional games (up to twenty-five) that will be added to the Nick mobile site.
Â In 2007, MTV Networks recorded more than 16.3 million cumulative page views on its mobile sites. Meanwhile, Nickelodeon reported that all of their WAP sites combined have registered more than seventy-five percent growth in traffic every month.