No one can forget the poignant moment in Peter Pan when the impish character urges rapt audience members to clap their hands to bring life back to his favorite fairy, Tinker Bell.
Now Disney is hoping that Tinker Bell–along with a collection of pirates and other Disney characters–can help breath life back into its mobile phone services for kids. Beginning in September, Disney plans to roll out a grab bag of goodies for young cell phone users, including a mobile storefront, instant-messaging chat system and virtual world widgets.
The mobile market for children and ‘tweens looks like pure gold to the likes of Disney. For uber-connected 9- to 14-year-olds, who can’t yet drive and might not have their own computers, cell phones are a lifeline to their best friends, favorite music and videos and chosen brands. Market researcher MultiMedia Intelligence says the U.S. had more than 16 million teen mobile subscribers in 2007, up 12% from 2006.
Disney is hardly new to the tricky mobile market for kids. In June 2006, the company became a mobile virtual network operator, or MVNO, by leasing airwaves from Sprint. The company sells games and ringtones in more than 70 countries, mostly through partnerships with mobile carriers.
Disney is reaching out and you should be aware. Think deeply. ,=
A mobile widget called “Fairy Friend” puts an animated butterfly fairy on users’ phones.. Players will have to feed and care for the fairy on their phones. A mobile game connected to Disney’s Pirates of the Caribbean Online virtual world is planned for September or October. Players will engage in short “battles” and earn virtual coins that they can spend online at Disney.com.
Clap your hands–and open your wallets—or make a comment
The number in the headline is obscene and morally repulsive. Big industries have truly lost their heads.
I will comment on this in the next few days. Until then thanks to the website Daily Kos the story is out there and well told. Michele Simon has written an excellent article “It’s Official: Big Food Targets Kids”
“It’s a rare day when I think the Federal Trade Commission has actually performed a valuable public service and lived up to its motto, “For the Consumer.” But last week, the agency charged with protecting us from unscrupulous marketers (among other corporate aggression) released a landmark report on food marketing to children. At the request of Congress, FTC subpoenaed 44 food and beverage companies to find out just how much money is spent targeting youth with food marketing. While the recommendations are worthless (more on that later), the data is priceless.”
Its an essential read READ MORE
My apologies if you find this odd. I am in the middle of bad cold so my writing will be on and off for the next few days. (I have recycled this article over from TRonMarketing-its got a sting) Anyhow- My neighbors spotted teenager asked me about cool adds and I pulled out the well known mustached milk adds. He is after all a key market segment. His comment “whatever” told it all.
Since that humiliating experience I have been on a mission to catch his attention. A few days ago I heard about the California Milk Campaign which tries irony. Think shades of Spinal Tap and a retro young ironic hip cool vibe? Who would have thought to put milk inside a guitar? In the hands of a musical phenom by the name of White Gold?
And you may ask what was the spotted ones response. Coool or something like that. Anyway it seems irony is the new cool. I am cool again.
The Gallup daily reports that the the democratic race is widening between Barack Obama and Hillary Clinton. HAS SHE LOST?. I love testing survey groups like the Gallup Poll . Its a science but its also a mix of magic and marketing. What do you think — and quite frankly what difference does it make if she retires or not?.
SHOULD SHE RETIRE?
Its Sunday and its a good time to take time out and meditate on life, inspiration and how to grab it. Often that is not easy. My advice is try an article thats in this weekends Sunday New York times written by Johnny Cash’s daughter Rosanne Cash ” Measure for Measure” how to write songs and other mysteries”.
Its a story of her own loss and pain, which she like her father has had in spades. In January she experienced the loss of her friend John Stewart (”Daydream Believer,” “Gold,” “California Bloodlines”).
She recounts John Stewart “used to say to me, upon hearing a new song of mine that he thought might be too perfect or careful or contrived, either lyrically or structurally, “But where’s the madness, Rose?” His belief in songs, and his sense of liberation and expansion when he approached writing, was deeply inspiring. John showed me that songs were the expression of the essential language that all other languages hinged upon. When I first began to know him, I felt that I had been speaking with a vocabulary of 200 words, and in a few months he taught me 10,000 more.
Rosanne Cash took John Stewart’s advice and let a little madness, paradox and uncertainty into her life and the result was “Dance with the Tiger” (1990) . Read her article first and see what takeaways you will get for drawing inspiration in the lifelong “Dance with the Tiger of Life”