Advertisers are constantly under review and strict regulation for their messages directed towards children. But what about the new forms of advertising: viral marketing techniques fueled by word of mouth. It's hard to regulate the buzz children can create over certain trends and product crazes.
This is what has been happening recently due to Ganz releasing a new virtual website for children. The company has several lines and collections of gifts ranging from candles, picture frames, holiday gifts, and these newly-crazed plush stuffed animals.
The little furry toys are called Webkinz, or Lil Kinz (mini-versions). On a physical level, the animals are just little cute friends to these children. They are plush-toys with soft, fuzzy fur. Sound familiar? It should, because there was a craze for the same type of product a few years back. Remember Beanie Babies?
Well there is something quite remarkable about this company and the Webkinz they have created. According to communications manager at Ganz, their success has been credited solely to word of mouth advertising (Plush pets jump online).
The pets come with a secret code under the animals paw that brings it to life on a virtual website created by the company. Kids who own the pet are invited to enter their code at the Webkinz site. Here they can do tons of things ranging from feeding their pets, taking them to the vet, buying pet decorations, and developing an entire world personalized with Ganz-branded fun!
That's not all. The children also play games online with family and friends and are able to send messages through the site to contact peers. This virtual world allows the kid consumers to talk about their products to others and share their experiences. This is word of mouth marketing at its best.
I find it amazing how interactive the world is becoming. What once started as a simple stuffed teddy bear years ago has now evolved into a living virtual-reality. The best part is that companies like Ganz have their consumers talking and sharing product reviews with others at no cost! This company is a fine example of a business success that can do without traditional advertising. Their word of mouth and buzz marketing have caused quite a craze with their products, a trend that lasted through the 2006/2007 holiday season. Of course, I feel if they wish to keep their brand recognition and loyalty high they will need to incorporate more advertising strategies like print and television. As of now, however, they have done a great job promoting such a simple concept. Correction, their consumers have done an excellent job in selling the product!
For more on the story check out Kim Mikus' article Plush pets jump online.
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