QUEENSLAND Ferrero customers will be the first to be targeted with a new Internet marketing strategy for its child-targeted Kinder Surprise.
The new Kinder ‘Internet’ Surprise hits Queensland shelves in February will contain a ‘Magicode’—a ten-letter password—which allows children to log onto the ‘Magic Kinder site.
The site is being positioned as a safe haven for children to experience the Internet.
Designed together with a team of child psychologists, the site is protected from links to any other Internet sites.
By entering the Magicode, children can play an ‘Internet Surprise’ game featuring Kinder characters for up to 20 minutes.
According to Ferrero Australia marketing director Olivier Charrier, the introduction of Internet Surprise complements the traditional Kinder Surprise concept and reflects the increasing technological sophistication of the next generation.
The launch of Internet Surprise will be supported with advertising campaign which includes a television advertising campaign, state-wide print promotions, and a metropolitan radio promotion.
