Rice Krispy TreatsHostess Baked GoodsLittle Debbie CakesEggo WafflesKellogg's Pop Tarts

BREADS & PASTRIESBREADS & PASTRIES

Air Heads

Bubble Tape Bubble GumIce Breakers GumWrigley’s Juicy Fruit GumTopps Push PopsNestle WonderballRing Pops

TwizzlersNestle CrunchWonka CandyButterfingerMilky WayHershey Bar3 MusketeersStarburstHershey’s KissesLife Savers & Crème SaversSkittlesKit KatReese’s Cups & SticksM&MsSnickers

CANDY & GUMCANDY & GUM

KixCocoa PuffsLucky CharmsLife CerealTrixReese’s Peanut Butter PuffsApple JacksCinnamon Toast CrunchFroot LoopsHoneycombCaptain CrunchPebblesFrosted FlakesCheerios

CEREALSCEREALSCoca-ColaPepsiSpriteMountain Dew7 UpDr. Pepper

Milk

Nestle Nesquik Milk & Drink Mix

Hi-C Fruit Juices & DrinksJuicy JuiceTangCapri Sun Fruit DrinksSunny Delight Fruit DrinksKool-Aid

DRINKSDRINKS

Nestle Cones and PopsPopsicle

ICE CREAMICE CREAM

Smuckers Jams & JelliesJif Peanut Butter

PEANUT BUTTER & JELLYPEANUT BUTTER & JELLY

Chips DeluxeCheese NipsTeddy GrahamsCheez-ItChips AhoyPepperidge Farm GoldfishRitz Crackers & BitsOreo Cookies

COOKIES & CRACKERSCOOKIES & CRACKERS

Jell-O Gelatin & Pudding Snacks

Dannon DanimalsYoplait Go-Gurt YogurtTrix Yogurt

General Mills Milk & Cereal Bars

Quaker Chewy Granola BarsGushers Fruit SnackFruit By The FootFruit Rollups

OTHER SNACKSOTHER SNACKS

Chuck E-CheeseSubwayPizza HutKFCWendy’sBurger KingMcDonalds

RESTAURANTSRESTAURANTS

Campbell’s SoupSpaghettio’sTotinos Frozen Pizza RollsChef Boyardee PastaLunchablesKraft Macaroni & Cheese

PREPARED FOODSPREPARED FOODS

FritosBugle Corn SnacksLays Potato ChipsRufflesCheetosDoritosPringles

SALTY SNACKSSALTY SNACKS

wonka.comhersheys.comwonderball.compepsi.comgushers.comwhymilk.comnutritioncamp.comgot-milk.comwendys.com (kids’ section)nesquik.comgotmilk.comus.mms.comnestlecrunch.comfunkyfaces.comtwinkies.comnabiscoworld.comfrootloops.comtopps.commysoup.comdrpepper.comtonythetiger.commypasta.comdoritos.comtonguetracks.commycoke.comdewbajablast.comthehollowtree.commountaindew.comdannon.comthecheesiest.commillsberry.comdanimalsxl.comsunnyd.comlunchables.comcuatmcdonalds.comsubway-kids.comluckycharmsfun.comchuckecheese.comstarburst.comlittledebbie.comchefboy.comsprite.comlifecereals.comcheetos.comsnickers.comkool-aid.comcaprisun.comsmuckers.comkidztown.comcapncrunch.comskittles.comkids.icecream.comcandystand.comsillyrabbit.millsberry.comkfc.com (kids’ section)butterfinger.comronald.comkelloggs.com/products/treats/index.htmlbubbletape.comquakeraday.com (family fun section)kelloggsfunktown.combubblegum.compringles.comkeebler.com/brand/onthegosnacksbk.com (kids’ section)postopia.comjuicyfruit.comapplejacks.compoptarts.comjuicyjuice.com (just for kids’ section)airheads.compopsicle.comjello.com7up.compfgoldfish.comhonbatz.com3musketeers.com

WEBSITES INCLUDED IN THE STUDYWEBSITES INCLUDED IN THE STUDY

Live Internet Tour of Food Sites for KidsLive Internet Tour of Food Sites for Kids

Overview of Key Findings

I. AdvergamesII. Additional Brand Exposures (beyond games)III. Customization of Visitor’s ExperienceIV. Marketing PartnershipsV. Extending the Online ExperienceVI. Educational ContentVII. Website Protections for Children

85% of the brands originally identified for study had a website targeting children or had content likely to be of

interest to them.

I. ‘Advergames’

• 73% of study websites included games

• 546 total games*

• Mean = 7 games per site (range from 0 to 67)

• 97% of games included at least one “brand marker”– Brand Character– Brand Logo– Product– Package

Advergames (cont.)

• In 64% of the games, a brand marker was prominent

• Mechanisms to Encourage Repeat Play– “Play Again?” (71%)– Levels of Play (45%)– Recommendations (22%)– Leader Board (39%)

II. Brand Exposures beyond the Games

• Brand Marks– Average of 2 different types of brand marks per

website page – Results reflect types not each occurrence

• Brand Benefit Claims– (e.g., taste, suggested use, fun, variety)

• 1500 explicit claims across sites• At least one claim made for 79% of study sample

• Nutrition Information and Claims

• Television Ads (or Video)– Appeared on 53% of study websites

Nutrition Information• General Nutrition

Information (51%)– Nutrition Facts– Ingredient Lists– Allergens– etc.

• Nutrition Claims (44%)– 380 total claims– Vitamins & Minerals– Fat– Sugar– etc.

• Healthy Eating Advice (27%)

Television Commercials (example)

Television Commercials (example)

III. Customization of Visitor’s Website Experience

• Website Membership or Registration• Viral Marketing

Website Membership

• Membership encourages multiple website visits

• 25% of study websites offer membership to children (12 and under)– 13% require parent permission– 12% do not

• Provides access to special site features– Gaming enhancements– “Sneak peeks” at new brand content– Earn rewards– Customize “my” web space– etc.

Website Membership (example)

Website Membership (example)

Viral Marketing• Encourages consumers

to communicate with one another about a brand

• 64% of study websites used email to stimulate W-O-M– E-cards– Game challenge– Invitation to website

Viral Marketing (example)

Viral Marketing (example)

IV. Marketing Partnerships

• Collaborative Efforts with other Brands– Many potential benefits: exposure, positive brand

associations, message impact, cost sharing

• Media Tie-Ins (47% of sample)– Movies (31%)– Television Shows (25%)– Both (9%)

• Promotions and Sponsorships

Movie Tie-In (example)

• M&Ms & Star Wars• Integrated Marketing Communications

– (e.g., screensavers, wallpapers, e-cards, themed packaging, TV ads, video, downloads)

Marketing Partnerships (cont.)

• Promotions and Sponsorships (65%)– Sweepstakes or Contest (40%)– Premiums (31%)

Marketing Partnerships (cont.)

• Sweepstakes or Contest (40%)

• Requires Parent Involvement– To Enter– To Claim Prize

Marketing Partnerships (cont.)

• “Premiums”(31%)

• Items offered for free or at discounted price with brand purchase(s)

V. Extending the Online Experience

• Brand “Extras”(76%)

• 70 Types– Desktop

Features– Brand

Reminders– Arts & Crafts– Games– Toys– Health &

Wellness– etc.

Extending the Online Experience (cont.)

• Opportunities to Earn “Rewards”(39%)

• Collect– Points, UPCs or

codes– Package (38%)

• Earn (e.g.,)– Premiums– Customizable

Features– Downloads– New Games

• Direct Link between Website and Product Use

VI. Educational Content

• Educational Information (35%)

• Topics (e.g.,)– History– Math– Sports– Web

Safety– Nutrition– Science

Education (example)

“Adver-cation” (example)

• Appeared on 33% of study websites • Blurs the line between advertising and education

VII. Website Protections for Children

• Privacy Protections– Careful Screening (if needed)

• Explicit Information for Parents – Provided on 97% of study websites (e.g.,)

• Information Collected from Children (91%)• Specific Mention of COPPA (76%)• Specific Mention of CARU guidelines (47%)• Contact Link for Parents (87%)

• Ad Breaks– Provided on 18% of websites

• in Multiple Locations