MEDIA-I: New media choice - Brands' Junior Club

<p>Site: www.bjc.com.sg </p><p><BR><BR> </p><p>The kid's section of the site is a fun way to get kids to interact with </p><p>the brand. It cleverly uses loyalty marketing by allowing children to </p><p>redeem caps for free prizes - like a trip to the zoo. Full marks to the </p><p>e-marketing team. </p><p><BR><BR> </p><p>The design looks and feels like a kid's site, however strays too far </p><p>from the parent brand, which is not such a good thing. The home page </p><p>could also have benefited from some interesting sounds when users click </p><p>on the different icons. The site consists of four games. All allow the </p><p>user to e-mail them to friends, however an incentive to send the games </p><p>to a friend would get the Brand's kids community working a little </p><p>harder. </p><p><BR><BR> </p><p>The application that allows kids to create their own comic or story is </p><p>zany and has great entertainment value, however it can be found on a </p><p>number of kid's sites. Had the creative team pushed the idea a step </p><p>further and related the site back to the brand in a more relevant way, </p><p>it may have had a stronger impact. </p><p><BR><BR> </p><p>The 'Fun with Music' page really works. E-marketing for FMCG is not only </p><p>about interaction, but also about building a unique relationship with </p><p>customers. The Save Mother Hen game holds no surprises - classic </p><p>shoot-the-bad-guys scenario. But at least it relates back to the brand. </p><p>The DB collection feature could be enhanced. Perhaps that's Phase 2. </p><p><BR><BR> </p><p>The TVC's all have a sense of style that is unique to the product. </p><p>Unfortunately kid's sites try to mimic other kid's sites instead of </p><p>developing their own illustrative style - this one is no different. The </p><p>next step might be to progress to a look that can be owned by BJC. </p><p><BR><BR> </p>