The Greens, a strictly online animated show from WGBH in Boston depicting the lives of a very eco-minded family, is a unique kind of entity.
"From a content point of view, we're trying to reach tweens with information on what they can do to... look after the environment and the world they're about to inherit from us," said Bill Shribman, an executive producer with WGBH's interactive kids group.
Idea: The program found the ideal venue to launch the niche product: On July 7, the animation will run during the Live Earth rock concerts, beaming the family around the world and directing interested children and parents to www.meetthegreens.org.
Tools: Following the hard launch during Live Earth, WGBH will continue to attempt to build an audience for the animation. "Later in the year, we will be rolling out an outreach campaign, and that will include ways for kids to get involved in their schools to run an anti-idling campaign," said Shribman, noting that idling cars waiting to pick kids up from school contribute to air pollution. "We're using the idea to get kids more engaged in things that they can actually make a difference with." The Web site itself will roll out new features to encourage children get involved, as well, including a blog featuring postings from the "family."
Measurement: Shribman said standard Web measurement tools will be used to gauge initial success. "We measure kids' engagement really by how much they're coming back to our site," he noted. But success won't merely be determined by quantitative stats. "We'll be using anecdotal data, such as if kids are telling us they're starting projects of their own because they've been inspired," Shribman added.
Campaign: Launching "The Greens"
PR team: In-house
Other marketing: Web site, community outreach
Launch: July 7