Nickelodeon Targets Parents Online
Posted by jgaudiosi :: Hollywood & Video Games
Nickelodeon/MTVN Kids and Family Group is expanding to also serve parents with the public beta launch of ParentsConnect.com. Developed exclusively for parents and caregivers of kids of all ages, ParentsConnect is a new online community, developed exclusively for parents and caregivers of kids of all ages, that will connect parents to each other and to the advice they seek in an easy-to-use format.
“The first generation of ‘Nick kids’ are now having families of their own. They know and trust us, and we want to serve them as parents just as we served them as kids,” said Zarghami. “ParentsConnect puts parents in touch with the real parenting experts—each other.”
With many personalized features, ParentsConnect enables users to search for parent-to-parent advice and activities by their kids’ ages and stages, city/location and personal interests. Each parent can develop a unique, customized home page that updates dynamically each visit with local activities, relevant news, discussion postings and more. Parents can also use discussion boards to connect with each other and share parenting advice, experiences or laughs.
The ParentsConnect communities are led by Host Parents, a team of 20 trained moderators who are actual parents, chosen for their backgrounds, life experiences and writing abilities. Each Host Parent will provide member parents with assistance in using the site, maintain a personal blog, and recommend articles or links to useful information. In addition, ParentsConnect members may set up their own blogs and profile pages, as well as search member profiles and recommend articles or links to information they consider useful to other parents.
"We designed ParentsConnect to be the most useful parenting site," said Kyra Reppen, General Manager of NickJr.com and ParentsConnect. "With distinct features such as localized content through GoCityKids, the ability for members to build their own customized home pages and choose only what’s relevant to them, and advice that comes from real parents with first-hand experience, rather than professionals, ParentsConnect is truly unique.
The GoCityKids website, recently acquired by Nickelodeon, will be featured on ParentsConnect as the online guide to local family destinations, activities and events. With a coast-to-coast team of local editors, and many contributions from users, it’s a parents’ local lifeline to kid-friendly things to do in their area. GoCityKids.com offers more breadth and depth within categories than any other city guide for parents, and features information on top destinations for family travel including San Francisco, New York, Washington DC, Chicago, Los Angeles, and Philadelphia, among others. Under Nick, GoCityKids has broadened its reach from 14 to 20 cities.
In fourth quarter 2006, ParentsConnect will launch ParentsConnect TV, and will become one of the first sites of its kind to include broadband video with user submitted content. It will also roll out local discussion boards, user-created polls and clubs, newsletters based on specific community interests, from recipes to travel, as well as enhanced social networking features.
The ParentsConnect brand joins Nickelodeon/MTV Networks Kids & Family Group parent and family-targeted offerings and brands including Nick at Nite, Nick Jr. preschool television, Nick Jr. Parents TV, Nick Jr. Family Magazine and the Nickelodeon Family Suites by Holiday Inn. In August 2005, the broadband video service Nick Jr. Parents TV launched on Nickjr.com, and has since averaged approximately 14.5 million streams for second quarter 2006. Built exclusively for the parent audience and intended to bring Nick Jr.’s parenting content to life through video, Nick Jr. Parents TV features playful “how-to” parent-child do-together activities, backstage peeks at the world of Nick Jr. and more.
ParentsConnect’s public beta launches with an online advertising campaign and charter sponsorships from marketers such as Nissan North America. The ParentsConnect site will feature display advertising as well as contextual, integrated and direct marketing opportunities, developed and sponsored by various marketers. OMD handled the media buying and planning for the Nissan/ParentsConnect deal.