What Happened
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.
Source: TechCrunch
Header image courtesy of iHeartMedia’s promotional image
I attended a great panel at CES that was part of the Kids at Play program called Social Networking: It’s in their DNA. The moderator Parry Aftab was careful to point out that the people on this panel were doing things right – and I have to agree with her. Over two and a half million children aged between 8 and 17 have created profiles on social networking sites. But poor security means that a lot of the time, profile pages pages are wide open for anyone to look at. Todays kids are growing up in a digital world. But how do you keep these kids safe? Here’s a quick look at what’s new, next and cool in the in the kids and teen social networking space. 