Campaign: Reintroducing Reading Rainbow to 21st Century Kids
PR agency: Child's Play Communications
Launch: April 3
Objective: “Take a look. It's in a book, a Reading Rainbow.” RRKidz is hoping to make the Reading Rainbow theme song familiar to children again. In April, the multimedia company will reintroduce the brand to children and parents with a tablet app.
“Reading Rainbow is a trusted, beloved brand that represents education, enrichment, and a love of reading,” says Mark Wolfe, cofounder and chief strategic officer of RRKidz. “Those values will stay the same, but the way we deliver that message is new.”
Idea: Reading Rainbow executive producer and host LeVar Burton has wanted to resurrect the series since it ended its 26-year run in 2009. Burton and Wolfe founded RRKidz in September 2010 and brought on new-media veteran Asra Rasheed as CEO. The company will launch the Reading Rainbow Kidz App in early April as the first of its digital products for the brand.
“The app is a way to take the brand to a generation that tends to prefer interactive media rather than TV,” Wolfe says.
Tools: RRKidz will unveil the app at a launch event on April 3 in New York City. Child's Play Communications will pitch media outlets about the launch event, while incorporating social media outreach on Facebook and Twitter. The firm's own network of mom bloggers, “Team Mom,” will also cover the app's launch and progress.
“We got involved with this because we all knew and loved Reading Rainbow from when it was on television,” says Stephanie Azzarone, Child's Play president. “People really have a wonderful, warm feeling about the brand, so we'll be tapping into that.”
Measurement: RRKidz will gauge success by the number of app downloads, impressions, and product sales. The company declined to disclose the app's pricing model before the launch.