BREADS & PASTRIES CEREALS DRINKS OTHER SNACKS BREADS & - - PowerPoint PPT Presentation

Rice Krispy Treats Hostess Baked Goods Little Debbie Cakes Eggo Waffles Kellogg's Pop Tarts BREADS & PASTRIES BREADS & PASTRIES Air Heads Bubble Tape Bubble Gum Ice Breakers Gum Wrigley’s Juicy Fruit Gum Topps Push Pops Nestle Wonderball Ring Pops Twizzlers Nestle Crunch Wonka Candy Butterfinger Milky Way Hershey Bar 3 Musketeers Starburst Hershey’s Kisses Life Savers & Crème Savers Skittles Kit Kat Reese’s Cups & Sticks M&Ms Snickers CANDY & GUM CANDY & GUM Kix Cocoa Puffs Lucky Charms Life Cereal Trix Reese’s Peanut Butter Puffs Apple Jacks Cinnamon Toast Crunch Froot Loops Honeycomb Captain Crunch Pebbles Frosted Flakes Cheerios CEREALS CEREALS Coca-Cola Pepsi Sprite Mountain Dew 7 Up

• Dr. Pepper

Milk Nestle Nesquik Milk & Drink Mix Hi-C Fruit Juices & Drinks Juicy Juice Tang Capri Sun Fruit Drinks Sunny Delight Fruit Drinks Kool-Aid DRINKS DRINKS Nestle Cones and Pops Popsicle ICE CREAM ICE CREAM Smuckers Jams & Jellies Jif Peanut Butter PEANUT BUTTER & JELLY PEANUT BUTTER & JELLY Chips Deluxe Cheese Nips Teddy Grahams Cheez-It Chips Ahoy Pepperidge Farm Goldfish Ritz Crackers & Bits Oreo Cookies COOKIES & CRACKERS COOKIES & CRACKERS Jell-O Gelatin & Pudding Snacks Dannon Danimals Yoplait Go-Gurt Yogurt Trix Yogurt General Mills Milk & Cereal Bars Quaker Chewy Granola Bars Gushers Fruit Snack Fruit By The Foot Fruit Rollups OTHER SNACKS OTHER SNACKS Chuck E-Cheese Subway Pizza Hut KFC Wendy’s Burger King McDonalds RESTAURANTS RESTAURANTS Campbell’s Soup Spaghettio’s Totinos Frozen Pizza Rolls Chef Boyardee Pasta Lunchables Kraft Macaroni & Cheese PREPARED FOODS PREPARED FOODS Fritos Bugle Corn Snacks Lays Potato Chips Ruffles Cheetos Doritos Pringles SALTY SNACKS SALTY SNACKS

wonka.com hersheys.com wonderball.com pepsi.com gushers.com whymilk.com nutritioncamp.com got-milk.com wendys.com (kids’ section) nesquik.com gotmilk.com us.mms.com nestlecrunch.com funkyfaces.com twinkies.com nabiscoworld.com frootloops.com topps.com mysoup.com drpepper.com tonythetiger.com mypasta.com doritos.com tonguetracks.com mycoke.com dewbajablast.com thehollowtree.com mountaindew.com dannon.com thecheesiest.com millsberry.com danimalsxl.com sunnyd.com lunchables.com cuatmcdonalds.com subway-kids.com luckycharmsfun.com chuckecheese.com starburst.com littledebbie.com chefboy.com sprite.com lifecereals.com cheetos.com snickers.com kool-aid.com caprisun.com smuckers.com kidztown.com capncrunch.com skittles.com kids.icecream.com candystand.com sillyrabbit.millsberry.com kfc.com (kids’ section) butterfinger.com ronald.com kelloggs.com/products/treats/index.html bubbletape.com quakeraday.com (family fun section) kelloggsfunktown.com bubblegum.com pringles.com keebler.com/brand/onthegosnacks bk.com (kids’ section) postopia.com juicyfruit.com applejacks.com poptarts.com juicyjuice.com (just for kids’ section) airheads.com popsicle.com jello.com 7up.com pfgoldfish.com honbatz.com 3musketeers.com WEBSITES INCLUDED IN THE STUDY WEBSITES INCLUDED IN THE STUDY

Live Internet Tour of Food Sites for Kids Live Internet Tour of Food Sites for Kids

Overview of Key Findings

I. Advergames II. Additional Brand Exposures (beyond games) III. Customization of Visitor’s Experience IV. Marketing Partnerships V. Extending the Online Experience VI. Educational Content VII. 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
• ffered 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