{"id":18782,"date":"2018-04-03T11:52:00","date_gmt":"2018-04-03T11:52:00","guid":{"rendered":"https:\/\/apptopia.com\/en\/insights\/the-most-overlooked-kids-app-marketing-tactic-dumb-ways-to-die-case-study\/"},"modified":"2018-04-03T11:52:00","modified_gmt":"2018-04-03T11:52:00","slug":"the-most-overlooked-kids-app-marketing-tactic-dumb-ways-to-die-case-study","status":"publish","type":"insight","link":"https:\/\/apptopia.com\/en\/insights\/the-most-overlooked-kids-app-marketing-tactic-dumb-ways-to-die-case-study\/","title":{"rendered":"The Most Overlooked Kids App Marketing Tactic &#8211; Dumb Ways to Die Case Study"},"content":{"rendered":"\n<p>There\u2019s more to marketing a kid&#8217;s app than throwing money into advertising. The top kid apps actually sneak marketing straight into the product itself and it lingers from onboarding to months after the app is deleted. How do they do it?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jingles<\/h2>\n\n\n\n<p>If you were around children during Frozen\u2019s \u201cLet it Go\u201d era, you know how powerful and annoyingly repetitive bits of music can be. Marketers utilize it in traditional advertising every day. Think of the 1-877-KARS-4-KIDS radio spot, Subway\u2019s five dollar footlong commercials or the \u201cNationwide is on your side\u201d tune.<\/p>\n\n\n\n<p>Pou, Angry Birds, and Bakery Story are other great examples to look at on the mobile level.<\/p>\n\n\n\n<p>Catchy music and jingles can stick with almost anyone \u30fc especially children.&nbsp;<a href=\"http:\/\/www.songsforteaching.com\/teachingtips\/benefitsofmusicwithyoungchildren.htm\">Research<\/a>&nbsp;even shows that music:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nourishes the brain while affecting all areas of early-stage development.<\/li>\n\n\n\n<li>Strengthens children\u2019s listening, motor skills, language, problem-solving, spatial-temporal performance and literacy.<\/li>\n\n\n\n<li>Helps children learn by promoting memory.<\/li>\n\n\n\n<li>Supports children\u2019s need to socialize and play, instead of \u201cpre-academic\u201d skills.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">The Psychology Behind Catchy Music<\/h2>\n\n\n\n<p>Why is it so easy to memorize these jingles and why do they stick?&nbsp;<strong>Repetition, associative thinking, rhyme and pattern<\/strong>&nbsp;play key parts.<\/p>\n\n\n\n<p>Humans are wired to memorize information by repetition, which is arguably the most important element of a \u201csticky jingle.\u201d If your niece likes a new viral hit she came across on YouTube, odds are she\u2019s going to have it on repeat.<\/p>\n\n\n\n<p>Not to mention, all of these jingles are played in Major keys, meaning it\u2019s going to have a positive effect on kids emotions and creativity. Which indirectly gives children the permission\/want to memorize lyrics. Memorizing catchy song lyrics is an unconscious, dopamine-releasing habit more than anything.<\/p>\n\n\n\n<p>An Edutopia&nbsp;blog post&nbsp;dives into what makes music appealing and its effect on children\u2019s memories:<\/p>\n\n\n\n<p>\u201cMusic is an effective, almost magical medium for learning and retaining information. It activates three different centers of the brain at the same time: language, hearing, and rhythmic motor control. By inducing emotions, it also creates a heightened condition of awareness and mental acuity.<\/p>\n\n\n\n<p>Words paired with music are far easier to retain. As an example, most of us can remember the words and meanings of songs we haven\u2019t heard for years. Isn\u2019t it interesting how you still remember your ABCs?\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dumb Ways to Die<\/h3>\n\n\n\n<p>Dumb Ways to Die initially started out as an Australian PSA campaign intended to promote rail safety. The campaign\u2019s video eventually went viral, and in 2013, it was repurposed as a gaming app.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/d1nxzqpcg2bym0.cloudfront.net\/google_play\/com.popreach.dumbways\/c8a14ab0-e7a6-11e7-adb0-338904441a6b\/640\" alt=\"640\"\/><\/figure>\n\n\n\n<p>The gameplay goes along nicely with the campaign theme. Players need to avoid deadly activities like removing toast with a fork and harassing grizzly bears with sticks, but in a cute way. It highlights the dangers of common and not so common sticky situations, and it\u2019s easy for anyone to get the point \u4e00 avoid these things and stay alive.<\/p>\n\n\n\n<p>The ultimate goal of the game is to rack up as many points as you can by dodging death, which seems like an average kid\u2019s game. Except no one plays \u201cDumb Ways to Die\u201d&nbsp;<em>just&nbsp;<\/em>for the gameplay. Kids are there for the music and adorable graphics second.<\/p>\n\n\n\n<p>If you search for \u201cDumb Ways to Die\u201d homemade videos, you\u2019ll come across&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=bvvUN4H_KJw\">children reciting the entire song from memory<\/a>&nbsp;\u30fc along with \u201cDancing With the Stars\u201d worthy moves. It\u2019s every marketer\u2019s word of mouth dream.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Parting Thoughts<\/h3>\n\n\n\n<p>If music is proven to stick, why isn\u2019t it utilized within kids apps more often? Hiring a musician just might be more affordable and ROI-positive than&nbsp;<a href=\"https:\/\/strikesocial.com\/blog\/snapchat-cost\/\">Snapchat advertising<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s more to marketing a kid&#8217;s app than throwing money into advertising. The top kid apps actually sneak marketing straight into the product itself and it lingers from onboarding to months after the app is deleted. How do they do it? Jingles If you were around children during Frozen\u2019s \u201cLet it Go\u201d era, you know [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":1154,"comment_status":"open","ping_status":"open","template":"","insight_category":[],"insight_tag":[],"class_list":["post-18782","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Most Overlooked Kids App Marketing Tactic - Dumb Ways to Die Case Study - Apptopia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apptopia.com\/en\/insights\/the-most-overlooked-kids-app-marketing-tactic-dumb-ways-to-die-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Most Overlooked Kids App Marketing Tactic - Dumb Ways to Die Case Study - Apptopia\" \/>\n<meta property=\"og:description\" content=\"There\u2019s more to marketing a kid&#8217;s app than throwing money into advertising. 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