Digital Marketing to "Generation SpongeBob" (Dreammachine Kids)

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Conference given at Digital Marketing First, Oct 17 2013, Brussels.

About the speakers:

Gerda Van Damme is Manager and Strategic Planner of Dreammachine.
Before working at Dreammachine she was Consumer Marketing Manager at
MSN. Her deep knowledge of the online consumer is based upon a large
experience with digital and online media since 1995. From 2014 on she
will lead the new 'Kids marketing' department at Dreammachine.

Gerrit Vandendriessche, specialized in ICT and commercial law, Partner in the law firm Altius.
Altius is a leading independent law firm in Belgium.

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  • Dreammachine is an on-line agency, founded in 2003 by Guido Janssens & Gerda Van Damme, the same persons as the ones who founded The Web Factory in 1995.We’re working mainly in B2C sector, and we are developing right now our new Kids Marketing Department, which we will launch officially in January 2014
  • Let’s first have a look on the kids themselves.How kids think, what they do and why
  • Between 6 to 8 years old, the left hemisphere of the brain starts to develop more than the right one. It directs itself away from the pure fantasy into the ‘real world’, the child gets an aversion of everything that could be ‘childish’, and girls and boys difference gets more and more evident.
  • At this age we also that kids start to imitate the adult world, the so called ‘Kids Grow Old Young’ – tendency. In the following years of the child’s development, this trend will get more intense. And of course, this intensifies the boy-girl contrast.
  • Starting from 8 years, children start really looking at brands, and develop a brand loyalty, which can last until the end of his life. He also starts taking more and more in account the behavior of his friends.Before 12 years, their brain starts evolving towards the adolescent stage, which will change their life completely. But attention, at this age their attention curve is still much shorter than the curve of an adult.
  • This generation lives in a completely new technological context. The rate of innovations has doubled during their lifetimes. They are continuously connected, and a complete mix of ‘analog’ and ‘on-line’ objects – such as this ‘monopoly zapped’, combining a classical monopoly with extensions on the Ipad, is standard.
  • The values of this age group are very different from older and younger children:First of all, they want to comply to the rules and know their own role within their group, their family, and so on.The acceptance by peers – their friends, their family - is getting the main drive of everything they doThey want to have success. They see on YouTube that children of their age can have a lot of success and they’re convinced that they can achieve this too.And finally they want to pursue global values. Climate change, hunger, equal rights are hot topics for them.
  • What content do children like?More sophisticated storylinesScary, dangerous and conflicting thingsFamily and boy/girl issuesHumorThe older ones: past & futureThe boys like taboo and scatologyPirates and heroes always work
  • Parents of this generation of parents have fear that their children are not sleeping right or developing right. They see risks everywhere.On the other hand, they don’t want to be authoritarian , they see their children as their friends.But in the same time they are obsessed and demanding with academic education.
  • Why is kids marketing important, also for products that are not for kids?
  • Kids have influence on a lot of purchases:Kids related goods, such as toys or clothingKidfluence: influence on family purchases such as holidays or cars.Pester power: Kids urge the parents to buy things they’ve seen in adsThey even influence the websites their mother visits.
  • Lets have a look at kids & digital media. Digital media is in the first place entertainment for them.
  • They use them tosearch (Google seems to be nearly as important for getting information as their parents)PlaySocializeWatch video & listen to musicThe older children start shopping, mostly with agreement of their parentsAnd some of them read magazines.Their old offline toys from when they were 5 or 6 are for a big part replaced by online activity.They use the internet mostly home and for an important part out of sight.
  • How do they interpret online marketing?- Banner blindness grows with online experience- Until 8-9: literal interpretation.- 9+: marketing should be entertaining.- Hot mediums for kids are TV and onlineHow?- Feel only addessed when “it’s for me”. An action towards boys probably won’t work for girls, an action towards 8 year old children won’t work for 12 year old children.- Personalize!- Let them be in controlAnd use their favorite content: they like Complexity, magic, exageration, coolness, heroes and characters, and so on.
  • Games are very interesting marketing tools towards kids. They guarantee:Interaction with your brandFun & positive exposure of your brandRepetition of exposure Long attention towards your brandAddress the child in an adapted way:Put the child centralReward him as often as you canLet him win as many easy levels as possibleLet him compete with his pears
  • Kids and parents use Online for educationFor flemish kids, Google is as important as parents for getting information (De Standaard, yesterday)Websites like brainchild.com, and countless apps tap repeatedly into the parents educational obsession
  • There are a lot of social network sites for children. Most of them are dependent of an off-line brand.Some of them direct themselves to a subgroup, like Barbie, some of them have a wider audience, like Club Pinguin, which is part of Disney.Most of them offer a combination of chat and other communication tools with games.This type of sites target the children as well as their parents:The children themselves, which have to make a simple profileVia their parents, who have to make a profile to approve the subscription of their child. They then dispose of a kind of parental control board in which they can follow their children.
  • There is an enormous amount of children beneath 13 on adult social media such as Facebook – 13 is the official minimum age for Facebook.They disguised themselves with a false age (remember ‘Kids grow old Young’), mostly with an agreement of their parents. They are very difficult to target because of their false age but you can find loads of them on fan pages like Spongebob – with 44 million fans, or fanpages for toys for small children.
  • The growth of kids participation in social media has been enormous from 2007 until 2011, but now we see that the last years adherence of children in general is diminishing, in favor of several types of instant messaging.
  • Of course, the minimal requirements for adults also go up for children. If an adult don’t find his way, a child certainly will get lost.
  • We’ll check them using the Benetton Kids Community.
  • What we see is that the boy needs about 3 minutes to find the first game. So what went wrong?
  • First of all: kids are NOT tech savvy. The stage of their mental development makes that they are not as tech savy as their parents. Design should take this into account.
  • For call to actions, children need clear real-life illustrations.At the left button, you see a link to recipes, but they are illustrated with flowers, birds and snails instead of cooking devices.Superman doesn’t lead to a game, but to color plates. It should at least show a pencil on top.
  • Children below 8-9 years want instant gratification when clicking on a link; when they get older they want still ‘quick’ gratification.
  • For this reason, the will never click on ‘how to play’, but immediately on ‘play’. The instructions should be behind the play button during the game.
  • Here we see the path you have to go through to get to the nearest game in the site. After a whole quest to gets to the games section, the child gets on a page saying ‘no plugin installed’. There is no gratification at all, this gives a very negative brand image towards the child. On this computer the latest version of Flash and Java where both installed.
  • Show tailored content
  • Content should be clearly ordered for each individual target group: boys, girls, age group, parents. The best way to do it is again in a concrete way – for example with an image of a boy and a girl, an image of a kid and a teen, and so on. Here everything is unclear and mixed up.
  • Avoidpdf where possible. It’s a technical environment the children do not know.
  • If you do not follow the rules, you won’t get the results that you want.
  • For example, in the Benneton community we see at the picture gallery that the real audience are mothers of preschoolers and that the rest of the audience almost doesn’t participate in the website.
  • Digital Marketing to "Generation SpongeBob" (Dreammachine Kids)

    1. 1. Digital Marketing to Generation SpongeBob Gerda Van Damme – Guido Janssens (Dreammachine) Gerrit Vandendriessche (Altius) Digital Marketing First, Oct 17 2013 Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 1
    2. 2. Topics • • • • • • • • Dreammachine & Dreammachine Kids Description of the audience: kids Description of the audience: parents Importance of kids marketing Kids on digital media Usability Ethical considerations Legal Framework (Gerrit Vandendriessche - Altius) Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 2
    3. 3. ABOUT DREAMMACHINE Digital marketing agency New business unit starting from Jan 2014: Digital Marketing to Kids Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 3
    4. 4. KIDS Brands are among the first words children read. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 4
    5. 5. Development: 6 – 8 Brain development Identify brands Boys and girls Not be childish Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Between 6 to 8 years old, the left hemisphere of the brain starts to develop more than the right one. It directs itself away from the pure fantasy into the „real world‟, the child gets an aversion of everything that could be „childish‟, and girls and boys difference gets more and more evident. Dreammachine presentation, p. 5
    6. 6. Kids grow old young At this age we also that kids start to imitate the adult world, the so called ‘Kids Grow Old Young’ – tendency. In the following years of the child’s development, this trend will get more intense. And of course, this intensifies the boygirl contrast. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 6
    7. 7. Development: 8 – 11 Brand loyalty Social influence Neurological growth Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 • Starting from 8 years, children start really looking at brands, and develop a brand loyalty, which can last until the end of his life. He also starts taking more and more in account the behavior of his friends. • Approaching 12 years, their brain starts evolving towards the adolescent stage, which will change their life completely. But attention, at this age their attention curve is still much shorter than the curve of an adult. Dreammachine presentation, p. 7
    8. 8. Technological context Offline + online Continuously connected Devices are everywhere Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 This generation lives in a completely new technological context. The rate of innovations has doubled during their lifetimes. They are continuously connected, and a complete mix of „analog‟ and „on-line‟ objects – such as this „monopoly zapped‟, combining a classical monopoly with extensions on the Ipad, is standard. Dreammachine presentation, p. 8
    9. 9. Values Rules and roles Peers, friends & family Self-esteem Engagement Fame: “Dreams are just a YouTube video away” The values of this age group are very different from older and younger children: - First of all, they want to comply to the rules and know their own role within their group, their family, and so on. - The acceptance by peers – their friends, their family - is getting the main drive of everything they do - They want to have success. They see on YouTube that children of their age can have a lot of success and they‟re convinced that they can achieve this too. - And finally they want to pursue global values. Climate change, hunger, equal rights are hot topics for them. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 9
    10. 10. Content DANGER RACECARS ADVENTURE BOYS & GIRLS OUTER SPACE PAST CELEBRITIES FUTURE POP STARS MAGIC FASHION Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 FAMILY DINOS OCEAN PIRATES HUMOR TABOO, SCATOLOGY Dreammachine presentation, p. 10
    11. 11. PARENTS Fear, love and hope Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 11
    12. 12. Anxious parents Parents of this generation of parents have fear that their children are not sleeping right or developing right. They see risks everywhere. On the other hand, they don‟t want to be authoritarian , they see their children as their friends. But in the same time they are obsessed and demanding with academic education. ANXIETY TO BE BAD PARENTS TOTAL CONTROL RISK SOCIETY PARENTS ARE FRIENDS MOBILE KIDS DEMANDING KIDS Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 STUDY PRESSURE Dreammachine presentation, p. 12
    13. 13. IMPORTANCE Most active and lasting bindings to a brand are established before the age of 16. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 13
    14. 14. Importance Influence kids-related goods Influence family purchases Pester power Website choices Research has proven that the age of the children influences which sites their mother visit, to stick with the main interests of their family (IAB). Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 14
    15. 15. KIDS ON DIGITAL MEDIA Kids expect digital media to entertain them. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 15
    16. 16. What do they do? • • • • • • Search Play Socialize Watch video / listen to music Shop Read magazines Shift from offline toys towards online „toys‟ (games and communities) around the age of 6-8. At home, out of sight. Online = babysitter. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 16
    17. 17. Kids and online ads • • • • Banner blindness grows with online experience Until 8-9: literal interpretation. 9+: marketing should be entertaining. Hot mediums for kids are TV and online How? • Feel only addessed when “it‟s for me”. • Personalize! • Give control • Complexity, magic, exageration, coolness • Heroes & characters Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 17
    18. 18. Games They guarantee: • Interaction with your brand • Fun & positive exposure of your brand • Repetition of exposure • Long attention towards your brand Address the child in an adapted way: • Put the child central • Reward him as often as you can • Let him win as many easy levels as possible • Let him compete with his pears Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 18
    19. 19. Education Kids and parents use Online for education • For flemish kids, Google is as important as parents for getting information (De Standaard, 16/10/2013) • Websites like brainchild.com, and countless apps tap repeatedly into the parents educational obsession Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 19
    20. 20. Kids social Media There are a lot of social network sites for children. Most of them are dependent of an off-line brand. Some of them direct themselves to a subgroup, like Barbie, some of them have a wider audience, like Club Pinguin, which is part of Disney. Most of them offer a combination of chat and other communication tools with games. This type of sites target the children as well as their parents: - The children themselves, which have to make a simple profile - Via their parents, who have to make a profile to approve the subscription of their child. They then dispose of a kind of parental control board in which they can follow their children. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 20
    21. 21. Adults social Media There is an enormous amount of children beneath 13 on adult social media such as Facebook – 13 is the official minimum age for Facebook. They disguised themselves with a false age (remember ‘Kids grow old Young’), mostly with an agreement of their parents. They are very difficult to target because of their false age but you can find loads of them on fan pages like Spongebob – with 44 million fans, or fanpages for toys for small children. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 21
    22. 22. Social Media The growth of kids participation in social media has been enormous from 2007 until 2011, but now we see that the last years adherence of children in general is diminishing, in favor of several types of instant messaging. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 22
    23. 23. USABILITY “I don’t know where I can go on this website.” Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 23
    24. 24. Get the basics right If the usability broken for adults, the site won‟t work for kids. Children (Ages 3-12 Years) on the Web, 3rd ed. By R. Budiu and Jakob Nielsen But... Usability research is outdated by definition. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 24
    25. 25. 4 basic usability rules 1 Kids are NOT technically savvy 2 Kids want instant gratification 3 Kids want to see tailored content 4 You will be punished for bad usability Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 25
    26. 26. Analysis of an example... Benetton Kids Community In 2012 Benetton has launched an online hub „Benetton Kids Community‟, dedicated to and aimed at digital-savvy kids and their parents. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 26
    27. 27. Confusion... What we see is that the boy needs about 3 minutes to find the first game. So what went wrong? Video: see next slide Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 27
    28. 28. 4 usability axioms 1 Kids are NOT tech savvy Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 28
    29. 29. Show users where you are in the website structure Website header is different at each visit of the homepage: leads to confusion. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 29
    30. 30. Have clear real-life illustrations with call-to-actions. For call to actions, children need clear real-life illustrations. At the left button, you see a link to recipes, but they are illustrated with flowers, birds and snails instead of cooking devices. Superman doesn’t lead to a game, but to color plates. It should at least show a pencil on top. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 30
    31. 31. Text should be > 14 (12) pt and well contrasted • All text is very small • Some text is written white on yellow • Navigation texts are as small Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 31
    32. 32. 4 usability axioms 2 instant gratification Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 32
    33. 33. Children will always chose „PLAY‟ Kids will never click on ‘how to play’, but immediately on ‘play’. The instructions should be behind the play button during the game. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 33
    34. 34. „Fatal error‟ Here we see the path you have to go through to get to the nearest game in the site. After a whole quest to gets to the games section, the child gets on a page saying ‘no plugin installed’. There is no gratification at all, this gives a very negative brand image towards the child. Note: on this computer the latest version of Flash and Java where both installed. No plugin download was proposed either. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 34
    35. 35. 4 usability axioms 3 show tailored content Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 35
    36. 36. Separate content for different target users. Make it clear where to go. Intended for kids  for preschoolers   for parents (sign up)  for parents (pdf) Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 36
    37. 37. “Not for me” You should avoid the ‘not for me’experience. The videos are for preschoolers, while the games are rather for elder kids. When a child clicks on ‘how it works’, he gets an adult-layouted page with an ‘adult’ text. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 37
    38. 38. “For me?” Avoid pdf. Avoid pdf where possible. It’s a technical environment the children do not know. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 38
    39. 39. 4 usability axioms 4 if not... you will be punished Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 39
    40. 40. Result: mainly appealing to mothers For example, in the Benneton community we see at the picture gallery that the real audience are mothers of preschoolers and that the rest of the audience almost doesn’t participate in the website. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 40
    41. 41. So think before you start! 1 Kids are NOT technically savvy 2 Kids want instant gratification 3 Kids want to see tailored content 4 You will be punished for bad usability Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 41
    42. 42. ETHICAL CONSIDERATIONS “A magazine is an iPad that doesn’t work” – 1 year old baby. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 42
    43. 43. „Compensation marketing‟ • Ad awareness? • „Unhealthy‟ food marketing • “Reprogramming” of the child‟s brain • Loss of real social contact • Loss of „essential capacities‟ • Unhealthy lifestyle (inside, sitting) • Violent games • Web unsafety Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 • Sector agreements: Codes of conduct • Brands inciting to play outside, have „unplugged‟ experiences • Brands stimulating to play together • Brands teaching about healthy food, etc. Dreammachine presentation, p. 43
    44. 44. LEGAL ISSUES Legal issues of kids marketing Gerrit Vandendriessche Partner at ALTIUS lawyers Brussels Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 44
    45. 45. Legal checklist • • • • • • • • Which child? Data protection Direct marketing No misleading advertising No agressive advertising Promotional games Sector specific laws Sector specific codes of conduct Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 In our series of conferences about on-line kids marketing, a conference by Gerrit Vandendriessche is foreseen on February 6, 2014. Dreammachine presentation, p. 45
    46. 46. Legal conference “Legal issues of digital marketing towards children: what you might do as a parent but cannot do as an advertiser.” • This seminar will present the most common legal issues when engaging in digital marketing towards children. • It will deal with – the processing of the data of children, – how you can engage in direct marketing towards children, – which advertising claims are not allowed when interfacing with children, – how on-line promotional games for children can be organized, etc. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 This conference, organized by Dreammachine Kids, will be given by Gerrit Vandendriessche on February 6, 2014 in the offices from Altius (Tour & Taxis) Dreammachine presentation, p. 46
    47. 47. CLOSURE Subscribe for our free whitepapers and ask your invitations to our more in depth seminars by sending an e-mail to gerda@dreammachine.be. Seats are limited! Free 2 hour conferences will be given from December to April in Brussels or Jumet (Charleroi Nord) about the following subjects : 1 Usability for kids: what every advertiser should be aware of. Charleroi Dec 19th 2014 2 Legal issues of digital marketing towards children: what you might do as a parent but cannot do as an advertiser. Brussels Feb 6th 2014 3 Generation SpongeBob: let your digital marketing strategy tap into this generation’s characteristics and digital media consumption. Charleroi Feb 27th 2014 4 Digital trends for advertisers to kids: 2014 trends and cases. Charleroi April 3rd 2014 Do you have digital marketing projects or do you need guidance for your digital marketing strategy? Ask for a meeting! 010/86 12 42, gerda@dreammachine.be. Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.dreammachine.be | 21.10.13 Dreammachine presentation, p. 47

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