Track Santa via Internet and Mobile Media

Even Santa is going digital and mobile.  I had nearly forgotten about the “Santa Tracker” by NORAD.  But when I saw it pop up on a Google search, I quickly clicked over to the official site to see how things were going with Santa and his 2009 trip.  I had never really paid close attention to the various components of the site until today, so I felt compelled to share with you how even Santa is utilizing emerging media to keep people up-to-date with his activities. 

This official “Santa Tracker” is filled with a variety of digital and even mobile media forms of marketing.  On the home page, you instantly see the huge countdown to the big trip in days, hours, minutes and seconds.  (It’s clicking away fast!!).  Santa is using a lot of “flash” to give you an inside look at the North Pole.  If you click on the Kid’s Countdown link at the top, you’re taken to a virtual tour of Santa’s hometown and what all the elves are up to in preparation for the big trip.  As you explore, there is beautiful Christmas music playing in the background. 

Other emerging media components include sending Santa an e-mail, YouTube videos of news releases, 2008 trip highlights and more.  You can also join Santa on Facebook and Twitter to get constant updates of the preparations and the actual trip.  You can download text updates on your mobile device and Santa even gives you the internet address of the mobile device website for viewing.  You can download Google Earth for free and watch the trip of Santa and his eight tiny reindeer.  You can also download the iGoogle gadget to personalize your homepage to watch videos and track Santa’s position. 

I’m glad Santa is so tech-savvy.  It’s exciting to be a part of the fun.  Won’t you come and join me??

Kids and Internet Advertising

This week, we are studying internet advertising directed at children and minorities.  In this post, I’m going to focus on the kids.  The question that arises with advertising on the internet to kids is “Is it ethical?”  Television has rules set regarding the timing and content of ads when it comes to children.  However, there are no such rules or regulations for the internet . . . yet.  So, it’s up to us parents to regulate what are children are viewing, and deciding what is ethical and what is not.

My kids are older now (21, 16 and 13 years old), but I still try to monitor what sites they visit.  I realize that at these ages there’s not much I can do about it (especially the 21 year old).  However, I do try to keep up with their internet habits, and I have to say, they are pretty responsible. 

However, advertisers are getting very good at reaching this target market without them even knowing they are viewing advertising.  What’s worse, there are some sites out there that gather demographic information on children and their internet habits.  Why are kids being targeted so heavily by marketers?  Although kids don’t have the credit card in hand, they are very influential in the spending habits of their parents. Check out these statistics supplied by CBS News:

• Companies are spending nearly $17 billion a year on advertising directed at children.
• 8- to 12-year-olds spend $30 billion of their own money each year, and
• Influence another $150 billion of their parents’ spending

So, how do these companies advertise to kids? They’re creating websites just for kids that allow them to build relationships and even interact with the brand. These websites include arcade games, e-cards, coloring pages, interactive activities, videos, music, free downloads, and more.  As part of their integrated marketing communications campaign, the companies take their TV commercials and print ads into cyber space for more interaction.

Let’s take M&Ms for an example.  Here is the TV commercial used during the Halloween season (which is conveniently located on their website and YouTube). 

Now, check out the fun things you can do on their website with the M&M characters (i.e. virtual games, e-cards and more).  This is advertising to your kids, whether they know it or not.

As I said earlier, it’s really up to us parents to monitor what our kids are doing on the internet, and help them learn the differences between a website and advertising.  The Public Broadcast Service (PBS) has developed a site to help parents with this task.  Someday, someone will finally make some decisions and regulations regarding internet advertising aimed at children.  Until then, it’s up to the individual to make the choice.