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Best Non-Email Opt-in Messaging:
Gold Consumer
Nick.com Launchpad - Desktop App
Brand/Client Side Team:
Jeannine Irons
Vendors/Agencies
OTOlabs
Mitchel Ahern, Brian Assmus, Sarah-anne Keenan
MarketingSherpa Summary - Why They Won:
If you are marketing to kids online, you're well aware of tough COPPA regulations that
prohibit many of the email tactics you might use to reach adults, not to mention kids'
fickle Internet attention spans. Congratulations to the team who invented this desktop
application. Not only is it a honey pot of must-interact features for kids, it scrupulously
obeys the law while still providing measurable results reports for marketing to base future
campaign decisions and tweaks on.
From Their Nomination Form:
The audience for this application are fans of Nickelodeon's entertainment such as
SpongeBob, Avatar and many more. While this audience includes people from all age
groups, it is largely a young audience, which poses particular online marketing
challenges. Due to laws and best practices concerning marketing to a young audience no
personally identifiable information can be collected. By using a ThinkDesktop branded
desktop application (BDA) Nick.com is able to send rich media messages to their
audience without collecting any personally identifiable information at all. However, since
each LaunchPad BDA is uniquely and anonymously encoded at time of download
Nick.com can be provided with reports that give a very accurate picture of how the
application is actually being used.
Not only is the user presented with a variety of interesting content such as interactive
desktop characters, animated movies and game intros, they are also able to receive
content that is personalized to them, still without Nick.com receiving any personally
identifiable information. This is accomplished through having the user log in to their
personal account through the application, which is received anonymously on the server
side. While the content is all coming from Nick.com, much of it is being managed
through ThinkDesktop content management services. This includes an innovative Flash-
content management system that integrates text entered through ThinkDesktop CMS into
Flash movies that are hosted on Nick.com servers. Sorry, the judges promised this winner
that we would keep their results private. However, be assured that we have seen all the
data - and were thoroughly impressed!
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