Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34. How do brands interact with kids in their multichannel environment? Have the kids really changed? What's important to the kids of 'Generation Spongebob'? How do advertisers engage with this brand new generation? Meet the wired kid, get to know the maker movement and new role models, and much more in this session about what's hot and trendy in digital kids marketing.

1. TRENDS IN DIGITAL
MARKETING TO
GENERATION Z
GERDA VAN DAMME
DREAMMACHINE KIDS

2. Proud mum of Boris (9)

3. DISCLAIMER ;)
NOT only digital
NOT only marketing
NOT only Q4 2014
NOT all trends

4. not all the trends... from this...

5. ... to this

6. WHERE DOES THIS COME
FROM?
• More than 10 conferences
like this one over the last
year.
• Reading & desk research
• Trendwatching.com,
trendhunter.com...
• Websites consolidating
campaign informations
(e.g. Coloribus)
• Talking to industry partners

7. We’ll try to give you ‘the best ones’
WE LOVE KIDS
KIDS GROW OLD YOUNGER
FUN FUN FUN!
IT’S A DIGITAL WORLD
WIRED KIDS
FAME IS JUST ONE YOUTUBE VIDEO AWAY
BRAND, BE GOOD TO ME
BOYS ARE NOT GIRLS
GIVE ME A GOOD STORY
I LOVE MUM AND DAD

8. WE LOVE KIDS

9. KIDS ARE THE TREND
Debit Mastercard for
kids

10. KIDS ARE THE FUTURE
Capital Koala

11. THE KID IN THE CENTER
• IKEA Russia ‘Draw
an ad campaign’

12. KIDS GROW OLD YOUNGER

13. KIDS GROW OLD YOUNGER

14. THE MAKER MOVEMENT
Video
on
next
slide

15. CODE-MANIA AND ROBOTICS
Primo

16. KIDS GROW OLD YOUNGER
• Catamini catalogue
of this season

17. FUN FUN FUN!

18. FUN FUN FUN!
FUN =
humour
play
music

19. FUN = HUMOUR AND MUSIC
The Camp Gyno from
Hello Flo.
Video
on
next
slide

20. KIDS & PLAY
Lego
Minecra2

21. THE GAMECHANGER
• The end of ‘instant
gratification’
• The end of sophistication
• The victory of storytelling
and creativity

22. IT’S A DIGITAL WORLD

23. TRANSFORM THE BRAND
HERITAGE
Free app ‘Battle train’
from Lionel trains
1965
2013

24. ‘DIGITAL IS BAD’
The joy of simple play-campaign
(Kol Kid)
Video
on
next
slide

25. CROSS-CHANNEL APPROACH

26. SECOND SCREEN
Disney cinema app for
The Little Mermaid

27. A HYBRID WORLD
Lego Fusion
Video
on
next
slide

28. A HYBRID WORLD
I-cards from
Cartamundi Digital
Video
on
next
slide

29. CROSS-CHANNEL APPROACH

30. IMMERSIVE EXPERIENCES
McDonald’s happy
table
Video
on
next
slide

31. HERE COMES AUGMENTED
REALITY
Lego in-store AR
Video
on
next
slide

32. DIGITAL AT THE POINT OF SALES
Macy’s Believe
campaign

33. BIG DATA
Disneyland Magic
Band

34. WIRED KIDS

35. THE WIRED KID
Huggies Tweet Pee

36. THE WIRED KID
Ma P’tite Balise &
GEMO

37. THE WIRED KID
Nivea Protection
campaign
Video
on
next
slide

38. FAME IS JUST ONE YOUTUBE
VIDEO AWAY

39. NEW HEROES
Fanta (& Bob Lennon)
> 1 mio followers in
the French-speaking
world

40. NEW HEROES
Fanta (& Bob Lennon)
> 1 mio followers in
the French-speaking
world
Video
on
next
slide

41. LITTLE STARS
Persil storybooks

42. LITTLE STARS

43. BRAND, BE GOOD TO ME

44. HELPFUL BRANDS
Audi Toy Repair
Service

45. EDUCATING BRANDS
Electrabel ‘Do the
Click’-campaign

46. BOYS ARE NOT GIRLS

47. BOYS AND GIRLS
Her Next Chapter

48. BOYS AND GIRLS
Norway catalogue...

49. BOYS AND GIRLS
... Same catalogue in
Sweden

50. GIVE ME A GOOD STORY!

51. INTRINSIC STORYTELLING
POWER OF PRODUCT
• Lego ‘Max’-movies

52. TABLET FIRST TV
Sheriff Callie’s Wild
West app from Disney

53. I LOVE MUM AND DAD

54. I LOVE MUM AND DAD
Source: The Marketing Store, 2013

55. HAPPINESS
Fisher-Price, Moments
of Joy

56. THE INCLUSIVE EXPERIENCE
Oetker ‘Bakken voor
een feestje’ campaign

57. TIME FOR A RECAP...

58. WE LOVE KIDS
KIDS GROW OLD YOUNGER
FUN FUN FUN!
IT’S A DIGITAL WORLD
WIRED KIDS
FAME IS JUST ONE YOUTUBE VIDEO AWAY
BRAND, BE GOOD TO ME
BOYS ARE NOT GIRLS
GIVE ME A GOOD STORY
I LOVE MUM AND DAD