Nickelodeon is hoping to leverage the immense popularity of social networking sites, like MySpace and Bebo, by developing its own community site, ClickHeadSpace, specifically for kids.
Targeted at eight to 12-year-olds, the site aims to provide a MySpace user-experience without the stranger-danger. Pictures can’t be uploaded to the site and conversations are moderated through a safe chat function that prohibits certain words and word combinations.
“It’s about taking the best bits of the internet and giving kids an opportunity to have an identity online,” said Adrian Farouk, business director of Deepend, the agency responsible for Nickelodeon’s online presence in Australia.
Since launching a month ago, the site has attracted 15,000 registrations and 170,000 page views, with users spending an average of 9.5 minutes on the site.
“It is both a revenue generating site and one that allows kids to interact with the [Nickelodeon] brand first-hand,” said Farouk. Nickelodeon is already the number one kids site in Australia, and is a popular choice for advertisers targeting the eight to 12-year-old demographic.
Farouk said ClickHeadSpace would likely be exported to some of Nickelodeon’s overseas territories, but the focus, for now, was on refining and promoting the Australian product.
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