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What: FG has created an entertaining, brand-enhancing destination website for Kidz Bop, the best-selling kids CD series in the country. Kidz Bop is an established national kids music brand appealing to 5 to 10 year-olds; in less than four years, Kidz Bop CD’s, featuring kid-cool versions of pop songs have sold over 4.5 million CDs.
Where: www.kidzbop.com
When: Summer 2005
Project Challenge: As veteran kids’ content creators, FG was tapped to take the Kidz Bop brand to the next level by building a site that would promote the Kidz Bop brand and catalog; encourage frequent and repeat visits from the target audience; and solicit customer information via customer surveys, contests and other feedback vehicles.
How did we do it?
To foster community and recognize loyal fans, FG created the Kidz Bop “Backstage,” a customizable personal area powered by a points-based loyalty program which rewards visitors as they interact with games and activities on the site. We also encourage site users to interact with the brand through activities which utilize user-submitted content, such as an innovative drawing tool which allows users to upload their own image and then color and decorate it online, and a song remixing tool which invites users to make their own mix of a Kidz Bop song and send the final remix to a friend, inviting them to make his or her own mix. Other games include a “What’s That Song” trivia game utilizing clips of the Kidz Bop catalog, and a virtual pinball game, both of which are skill-based points generating activities.
On the technology front, FG applied its custom CMS solution to address Kidz Bop’s requirements of publishing site additions and updates via one integrated management interface. FG’s solution allows Kidz Bop to create seasonal and release-related promotional content such as games and activities in years to come as well as to add and manage new content as their needs change. The CMS was also customized for Kidz Bop to provide for the management of their points-based loyalty system.
Why was it successful?
By working closely with the Kidz Bop marketing and interactive teams, FG gained a deep understanding of the Kidz Bop brand and audience in order to craft an entertaining destination site that enhances Kidz Bop status as the leading family-friendly, kid-empowering music phenomenon today. |
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