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Digital Marketing to
Generation SpongeBob
Gerda Van Damme – Guido Janssens (Dreammachine)
Gerrit Vandendriessche (Altius)
...
Topics
•
•
•
•
•
•
•
•

Dreammachine & Dreammachine Kids
Description of the audience: kids
Description of the audience: pa...
ABOUT DREAMMACHINE

Digital marketing agency
New business unit starting
from Jan 2014:
Digital Marketing to Kids
Dreammach...
KIDS

Brands are among
the first words
children read.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (...
Development: 6 – 8

Brain development
Identify brands

Boys and girls
Not be childish

Dreammachine | Rue Auguste Frison 5...
Kids grow old young

At this age we also that
kids start to imitate the
adult world, the so called
‘Kids Grow Old Young’ –...
Development: 8 – 11
Brand loyalty
Social influence
Neurological growth

Dreammachine | Rue Auguste Frison 56, 6040 Jumet (...
Technological context

Offline + online
Continuously connected

Devices are everywhere

Dreammachine | Rue Auguste Frison ...
Values
Rules and roles
Peers, friends & family
Self-esteem
Engagement

Fame: “Dreams
are just a
YouTube video
away”

The v...
Content
DANGER
RACECARS

ADVENTURE
BOYS & GIRLS
OUTER SPACE

PAST
CELEBRITIES

FUTURE
POP STARS
MAGIC
FASHION
Dreammachine...
PARENTS

Fear, love and
hope
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 12 42 | www.drea...
Anxious parents
Parents of this generation of parents have fear that their children are not sleeping right or
developing r...
IMPORTANCE

Most active and lasting bindings
to a brand are established before
the age of 16.

Dreammachine | Rue Auguste ...
Importance
Influence kids-related goods
Influence family purchases
Pester power
Website choices
Research has proven that t...
KIDS ON DIGITAL MEDIA

Kids expect digital
media to entertain
them.
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Char...
What do they do?
•
•
•
•
•
•

Search
Play
Socialize
Watch video / listen to music
Shop
Read magazines

Shift from offline ...
Kids and online ads
•
•
•
•

Banner blindness grows with online experience
Until 8-9: literal interpretation.
9+: marketin...
Games
They guarantee:
• Interaction with your brand
• Fun & positive exposure of your brand
• Repetition of exposure
• Lon...
Education
Kids and parents use Online for education
• For flemish kids, Google is as important as
parents for getting info...
Kids social Media
There are a lot of social network sites for children.
Most of them are dependent of an off-line brand.
S...
Adults social Media
There is an enormous amount of
children beneath 13 on adult social
media such as Facebook – 13 is the
...
Social Media

The growth of kids
participation in social
media has been
enormous from 2007
until 2011, but now we
see that...
USABILITY

“I don’t know where
I can go on this
website.”
Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +...
Get the basics right

If the usability broken
for adults, the site
won‟t work for kids.

Children (Ages 3-12 Years)
on the...
4 basic usability rules

1

Kids are NOT technically savvy

2

Kids want instant gratification

3

Kids want to see tailor...
Analysis of an example...

Benetton Kids Community
In 2012 Benetton has launched an online hub „Benetton Kids Community‟,
...
Confusion...

What we see is that
the boy needs about 3
minutes to find the
first game. So what
went wrong?

Video: see ne...
4 usability axioms

1 Kids are NOT tech savvy

Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 8...
Show users where you are in the
website structure

Website header is different
at each visit of the homepage:
leads to con...
Have clear real-life illustrations
with call-to-actions.
For call to actions, children
need clear real-life
illustrations....
Text should be > 14 (12) pt and
well contrasted
• All text is very small
• Some text is written white on yellow
• Navigati...
4 usability axioms

2 instant gratification

Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 ...
Children will always chose „PLAY‟
Kids will never
click on ‘how to
play’, but
immediately on
‘play’. The
instructions
shou...
„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 ...
4 usability axioms

3 show tailored content

Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (0) 10 86 ...
Separate content for different target users.
Make it clear where to go.

Intended for kids 

for preschoolers 

 for pa...
“Not for me”

You should avoid the ‘not for me’experience.
The videos are for preschoolers, while the
games are rather for...
“For me?” Avoid pdf.
Avoid pdf where possible.
It’s a technical environment
the children do not know.

Dreammachine | Rue ...
4 usability axioms

4 if not... you will be punished

Dreammachine | Rue Auguste Frison 56, 6040 Jumet (Charleroi) | +32 (...
Result: mainly appealing to mothers

For example, in the
Benneton
community we see
at the picture
gallery that the real
au...
So think before you start!

1

Kids are NOT technically savvy

2

Kids want instant gratification

3

Kids want to see tai...
ETHICAL CONSIDERATIONS

“A magazine is an
iPad that doesn’t
work” – 1 year old baby.
Dreammachine | Rue Auguste Frison 56,...
„Compensation marketing‟
• Ad awareness?
• „Unhealthy‟ food marketing
• “Reprogramming” of the
child‟s brain
• Loss of rea...
LEGAL ISSUES

Legal issues of kids marketing
Gerrit Vandendriessche
Partner at ALTIUS lawyers
Brussels

Dreammachine | Rue...
Legal checklist
•
•
•
•
•
•
•
•

Which child?
Data protection
Direct marketing
No misleading advertising
No agressive adve...
Legal conference
“Legal issues of digital marketing towards
children: what you might do as a parent but
cannot do as an ad...
CLOSURE
Subscribe for our free whitepapers and ask your invitations to our more in depth seminars
by sending an e-mail to ...
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Digital Marketing to "Generation SpongeBob" (Dreammachine Kids)

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Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34.
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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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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