Heading into this year’s upfront presentations, children’s networks are getting into the content marketing game.

Nickelodeon has launched the Inside Out Solutions group, which is meant to connect outside marketers to the network’s channels and social platforms. According to Viacom’s CMO and president of consumer products, Pam Kaufman, the group was created in response to a strong message from Nickelodeon’s partners: “We have been hearing from our partners for a while that they want to bring our secret sauce to their campaigns,” she said.

Nickelodeon’s Inside Out Solutions’ job is to create content for online platforms and apps, so that the network’s partners can access its social following and fan base. Inside Out Solutions will expand on Viacom’s branded content group, Velocity.

The channel at large has been experimenting with this already, creating a SpongeBob-inspired car for Toyota ahead of the release of The SpongeBob Movie: Sponge Out of Water. Research has shown that kids can heavily influence the car their families choose to buy.

Disney Channel will also present a branded content solution with this year’s upfronts, right now called Disney Co-Op. The group will create short-form, easily digestible content for social platforms targeted at moms.

Read more at Ad Age.

Brief Take: Kids networks are thinking more and more like multimedia companies when it comes to reaching children in new and different ways, when they are seldom watching TV on a TV.

[Image courtesy of Nickelodeon]

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