The Challenge: America's beef producers are concerned by
misperceptions held by youth that other forms of protein, such as chicken,
were better than beef. After considerable research in how to change this
perception, the National Cattlemen's Beef Association, which conducts
programs for beef producers funded by their "checkoff," determined that a
priority audience was kids ages 8-12. Recognizing that
today's youth is increasingly online, and that few kids would go looking
for a site on beef, the NCBA approached Circle 1 Network for help.
The Solution: Zip4Tweens.com, a
satellite site that capitalizes on the loyal KidsCom audience. Zip4Tweens.com
is all NCBA material with its own URL, but it is co-branded and resides
within the structure of KidsCom to leverage that traffic. It provides a safe and
responsible environment for kids to play and learn about healthy eating
habits, proper food preparation, keeping physically fit and incorporating
fun beef foods into their social occasions.
Zip4Tweens.com offers games that are much more than
educational... they're fun! The Zip Game teaches the importance of healthy
eating in a race game format, the Grillin' & Chillin' Game teaches
fundamentals of at-home food safety, and Appetite Attack challenges kids to eat a blanced diet without going over their personal calorie limit.
The Results: The client is so pleased with the results of Zip4Tweens.com that
they continue to evolve the site, adding more games and features closely
tied to NCBA's key messages.
