iHeartMedia is expanding its brand to reach an underserved audience segment – kids. Today, the radio conglomerate launched iHeartRadio Family, a stand-alone iOS and Android app that features a variety of stations with content curated for children ages 4 to 11. This marks iHeartMedia’s first big launch outside the core iHeartRadio app. Looking for launch partners that fit with the family-friendly positioning, the company struck a partnership with children’s retailer Build-A-Bear Workshop, which will get its own branded radio station in the new app.
What Brands Need To Do
iHeartMedia describes the new family app as its first “multi-app brand extension,” which opens the door for more iHeartRadio apps targeted at specific audiences in the future. Its partnership with Build-A-Bear at launch showcases how brands with a specific target audience, be it kids, nerds, or stay-at-home moms, can team up with those interest-based emerging digital channels to effectively reach the right audience with brand messages.
Header image courtesy of iHeartMedia’s promotional image