Kajeet and Nickeloeon Mobile Advertising for kids
Rating: Is this legal?
Kajeet is a pay as you go mobile phone provider targeting kids. Nickelodeon is a kids TV channel and brand.
In some kind of twisted joint venture the both of them will use mobile advertising to promote content from Nick.
From the press release:
“More than one in four U.S. tweens own a cell phone, and that number is
expected to double in the next three years. Like Nickelodeon, kajeet is
totally kid-centric and was created to bring together the world of
communication, information and entertainment that today’s technologically-
agile kids want in the palms of their hands,” said Daniel Neal, kajeet
Founder and CEO. “We see the partnership with Nickelodeon as a spot on
opportunity to introduce and share our commitment to kids, tweens and
families.”
“Mobile is an increasingly important platform to kids, and partnerships
with kid-centric wireless service providers such as kajeet are at the core
of Nickelodeon’s multiple platform advertisers approach and strategy,” said
Jim Perry, Executive Vice President, 360 Brand Sales for Nickelodeon and
MTVN Kids and Family Group. “We are pleased to kick-off our relationship
with kajeet by pairing them with the top property on kids’ television right
now — SpongeBob SquarePants — and the Friend or Foe? television event.”
What we think?
OK, now I am not too convinced about kajeet’s business plan and honestly I am not all impressed with the Disney mobile phone offers either? Why? Well, I have two children (a 2 year old and a 3 year old). They love TV as kids do. They love Nick Junior and Dora the Explorer. But as a parent do I want them watching Mobile TV or purchasing mobile content or encouraging me to purchase yet more commercial junk for them?
NO!
In fact, we are living in a celebrity culture where there are complaints of “dumbing down” culture – so why should this start at such a young age? I agree, safety issues make it necessary for kids to have phones; but voice is all kids need. Content and personalization or even recommendation of mobile content should not be pushed at such as early stage.
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One Response to “Kajeet and Nickeloeon Mobile Advertising for kids”
Indeed there are important concerns about content for kids. And while I wish there was a way to avoiding dumbness, it really isn’t as ‘all pervasive’ as it seems. And with regard to celebrity worship (or popularity contests) we do wake up to that after high school at least most of us do. Those who don’t, go on to compete within a social group at work or on their kid’s soccer field. Anyway, my point was really that technology and media have an opportunity: to use TV for good and education. Books and coloring pads are not the only and best teachers. Limited media interaction, solid movies with morals, limited advertising interuption (so a kid’s focus isn’t disrupted with bad continuity), should be where we address our concerns, not the question of TV and its mobility. Keeping the kids occupied without the stress of siblings “touching” each other on a road trip is good.
Comment made on April 12th, 2007 at 3:58 pmLeave a Comment