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It's Child's Play: Advergaming and the Online Marketing of Food to Children

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It's Child's Play: Advergaming and the Online Marketing of Food to Children BREADS & PASTRIES CEREALS DRINKS OTHER SNACKS Kellogg's Pop Tarts Cheerios Coca-Cola Fruit Rollups Eggo Waffles Frosted Flakes Pepsi Fruit By The Foot Little Debbie Cakes Pebbles Sprite Gushers Fruit Snack Hostess Baked Goods Captain Crunch Mountain Dew Quaker Chewy Granola Bars Rice Krispy Treats Honeycomb 7 Up General Mills Milk & Cereal Froot Loops Dr. Pepper Bars CANDY & GUM Cinnamon Toast Crunch Kool-Aid Trix Yogurt Snickers Apple Jacks Sunny Delight Fruit Drinks Yoplait Go-Gurt Yogurt M&Ms Reese’s Peanut Butter Puffs Capri Sun Fruit Drinks Dannon Danimals Reese’s Cups & Sticks Trix Tang Jell-O Gelatin & Pudding Kit Kat Life Cereal Juicy Juice Snacks Skittles Lucky Charms Hi-C Fruit Juices & Drinks Life Savers & Crème Savers Cocoa Puffs Nestle Nesquik Milk & Drink RESTAURANTS Hershey’s Kisses Kix Mix McDonalds Starburst Milk Burger King 3 Musketeers COOKIES & CRACKERS Wendy’s Hershey Bar Oreo Cookies PEANUT BUTTER & JELLY KFC Milky Way Ritz Crackers & Bits Jif Peanut Butter Pizza Hut Butterfinger Pepperidge Farm Goldfish Smuckers Jams & Jellies Subway Wonka Candy Chips Ahoy Chuck E-Cheese Nestle Crunch Cheez-It PREPARED FOODS SALTY SNACKS Twizzlers Teddy Grahams Kraft Macaroni & Cheese Pringles Air Heads Cheese Nips Lunchables Doritos Ring Pops Chips Deluxe Chef Boyardee Pasta Cheetos Nestle Wonderball Totinos Frozen Pizza Rolls Ruffles Topps Push Pops ICE CREAM Spaghettio’s Lays Potato Chips Wrigley’s Juicy Fruit Gum Popsicle Campbell’s Soup Bugle Corn Snacks Ice Breakers Gum Nestle Cones and Pops Fritos Bubble Tape Bubble Gum WEBSITES INCLUDED IN THE STUDY 3musketeers.com honbatz.com pfgoldfish.com 7up.com jello.com popsicle.com airheads.com juicyjuice.com (just for kids’ section) poptarts.com applejacks.com juicyfruit.com postopia.com bk.com (kids’ section) keebler.com/brand/onthegosnacks pringles.com bubblegum.com kelloggsfunktown.com quakeraday.com (family fun section) bubbletape.com kelloggs.com/products/treats/index.html ronald.com butterfinger.com kfc.com (kids’ section) sillyrabbit.millsberry.com candystand.com kids.icecream.com skittles.com capncrunch.com kidztown.com smuckers.com caprisun.com kool-aid.com snickers.com cheetos.com lifecereals.com sprite.com chefboy.com littledebbie.com starburst.com chuckecheese.com luckycharmsfun.com subway-kids.com cuatmcdonalds.com lunchables.com sunnyd.com danimalsxl.com millsberry.com thecheesiest.com dannon.com mountaindew.com thehollowtree.com dewbajablast.com mycoke.com tonguetracks.com doritos.com mypasta.com tonythetiger.com drpepper.com mysoup.com topps.com frootloops.com nabiscoworld.com twinkies.com funkyfaces.com nestlecrunch.com us.mms.com gotmilk.com nesquik.com wendys.com (kids’ section) got-milk.com nutritioncamp.com whymilk.com gushers.com pepsi.com wonderball.com hersheys.com wonka.com LiveLive InternetInternet TourTour ofof FoodFood SitesSites forfor KidsKids Overview of Key Findings 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 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 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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