MarketingVOX: Viacom’s Nickelodeon is today launching a virtual world called Nicktropolis, which will allow kids to play games, watch TV and interact with Nickelodeon characters as well as each other online.
Nicktropolis, which has been in development for the last 18 months, will be aimed at 6-14-year-olds; Nickelodeon execs expect the site to be especially popular with 9-12-year-olds, given the number of online games available, CNET writes. Nickelodeon says there will be no advertising on the site at launch – but that ads will be added later.
Kids do not provide any personal information that could identify them, and their parents must approve their membership. Parents can also control their children’s settings in the online world, such as disabling the chat feature.
Kids can choose and personalize their avatars, selecting clothes and hairstyle; build and furnish a 3-D room with accessories purchased with Nick points, which they collect by joining Nicktropolis and playing games; and explore the online world and visit with Nick characters such as SpongeBob Squarepants and Jimmy Neutron.
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Disney has been doing this for a while with their site Virtual Magic Kingdom (vmk.com). In fact, it may be the same platform, but different scenes.
I’m an adult – but also a Disney fan and marketer. I was wondering what would drive Disney to invest in creating this experience…
I created my own character and would pop onto the VMK site once it a while. It started ad-free as well, and then I saw some product tie-in, if I recall correctly, with Kellogg’s breakfast cereals… and the magic went away from the experience…
I guess the idea is that if kids are going to be on-line anyway… why not create your own ’safe’ world for them to play in and interact with your brand.