Press releases - Underwired news, wins and launches
Nickelodeon launches major eCRM programme
11th May, 2007
The UK's premier kids TV network, Nickelodeon, is launching an eCRM programme created by specialist digital agency Underwired. This is the first eCRM work Underwired has produced for Nickelodeon following the agency's appointment in December 2006, and email activity launches in early May 2007.
Underwired was tasked to progress the existing eCRM programme using its creative ideas to develop deeper relationships with Nickelodeon and Nick Jr. viewers. The eCRM programme also aims to increase brand engagement and brand preference among viewers.
With the new Nick Jr. email newsletter design, Underwired faced the challenge of making it appealing to parents and suitable for sharing with children aged two to five. This has been achieved by increasing the visual appeal of the email with a strong illustrative style and by adding practical activities for parents to keep children busy, such as providing video clips of favourite programmes and print outs to be coloured in by kids.
Nickelodeon's e-newsletter, targeting older children aged seven to 12, has been personalised and intelligently uses the rich, creative content available within Nickelodeon to make it relevant and engaging for different audience profiles.
Steven Brabenec, senior marketing manager at Nickelodeon, commented: "Our ambition is to be the most loved kids' entertainment brand, so we wanted to increase our eCRM activity to reflect Nickelodeon's passion for kids' television and our viewers. We already had a successful programme in place, and Underwired's expertise has helped us build on this through personalisation and recognition of how kids are increasingly embracing digital media.
"We believe this will help us forge a closer relationship with our all-important viewers by providing them with an entertaining experience."
Felix Velarde, Underwired's managing partner, added; "We are forging ahead with the change in Nickelodeon's digital and eCRM strategy as the channel fully integrates its email and online presence with its on- and off-air marketing communications. As a result, eCRM is getting more traction as a marketing tool."