Brand, Broadcast, Digital

An online ident engine for kids

Nick approached Ink with a brief to create channel idents that would engage with kids in a more meaningful way. In a group brainstorm session we identified that deeper engagement would really come from asking kids to get creative, and interact with what they see on their tv screen.

From this insight, we developed an idea based on Mr Potato Head and created an online space where kids could choose different faces, ears, eyes, noses and mouths to build their own Clickhead. Kids could also add music, a brief message and their name, age and location if they wanted to. Kids could replay and edit their low res flash animations online and, when happy with them, send them off to Nickelodeon. Nick could then use them on-air as idents.

Nickelodeon’s concern was that the channel did not have the production time to convert these to the high resolution required for on air idents. No problem; we simply had a server placed at the Nickelodeon studio that would render all the kid’s low res files to high res when they were selected to air. So, of the thousands and thousands of Clickheads that were sent in by kids, Nick could choose their favorites and put them on-air with the click of a button.

It is a brave and trusting client who allows you to take their channel idents budget and redirect it toward an interactive campaign. The reward was a highly successful online initiative that resulted in many more channel brand idents for the original budget. In addition, kids were engaged and genuinely interacting with the brand and the success of the local campaign was picked up internationally.