March 12, 2014
Viacom’s Nickelodeon is leveraging an iBook to provide children an interactive experience leading as much as the approaching Kids’ Choice Awards.
Consumers can download the iBook without spending a dime in Apple’s App Store. Although the app is offered for both iPhones and iPads, the interactive features are more geared towards families with tablets that youngsters can play with.
“The Official Multi-Touch Book makes it possible for us to create a completely unique experience regarding not only the Kids’ Choice Awards themselves, but in addition with the nominees and nominated content for our fans to enjoy and have interaction with like never before,” said Matthew Evans, senior vp of digital at Nickelodeon, Ny.
“Kids are actually fully accountable for the show on this distinctive book it’s made just from them,” he said.
Interactive storytelling
Nickelodeon’s iBook is named the 2014 Kids’ Choice Awards: The Official Multi-Touch Book.
The digital book serves as a virtual treasure hunt that buyers can interact with to unlock new pieces of content.
Children who download the iBook can fill out a ballot to vote for his or her favorite shows to win Kids’ Choice Awards. Once a ballot is filled out, consumers can submit their votes on Nick.com.
The interactive book pulls in a countdown clock that counts down the times until the award show airs.
The digital book also aggregates exclusive video content, including interviews with the broadcaster’s cast and crew. Additional videos from past awards shows and trivia questions also are included within the app.
Nickelodeon’s app
There is likewise a hub of knowledge and photo galleries in regards to the awards show, nominees and the show’s host — actor Mark Wahlberg.
Nickelodeon also is getting fans prepared for the awards show with in-app trivia.
For example, one trivia question is, “What’s inside a blimp”
Nickelodeon’s digital book also pulls in a countdown clock to assist kids track the collection of days until the show airs. Additionally, there’s a virtual orange blimp that may be viewed in 360 degrees.
Nickelodeon may even update the iBook because the awards show gets closer. The 27th Kids’ Choice Awards show airs at 8 p.m. eastern time.
Driving awareness
Beyond digital book, mobile has played a major role in Nickelodeon’s technique to hook up with children and its viewers.
In April 2013, Nickelodeon launched its first worldwide iOS app for the preferred Ninja Turtles franchise (see story).
The brand also rolled out a mobile version of its AddictingGames game (see story).
In this example, the iPad is a natural platform for Nickelodeon to tap into for engagement.
The broadcaster cites data finding that 51 percent of youngsters aged 6-11 years old use an iPad day-to-day. The common child spends 47.4 minutes on an iPad daily with the device, with the majority of activity happening on videos and being attentive to music.
“A tablet experience is set leaning back and observing, not doing work,” said Marc Parrish, an advisor at Appboy, Ny.
Mr. Parrish is just not affiliated with Nickelodeon. He commented in response to his expertise at the subject.
“Internet users view 70 percent more pages when browsing with a tablet in comparison to a smartphone,” he said.
Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York