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Scholastic Media goes mobile to entertain kids on the go

Scholastic Media is introducing its bestselling ?I Spy? franchise to Apple device users to reach kids wherever they are with entertaining educational content.

Starting this week through the end of November, Scholastic?s iWin will launch five gaming applications. Players will experience seek and find adventures and games in uniquely themed I Spy environments.

Mobile Marketer?s Dan Butcher interviewed Caroline Fraser, director of Scholastic Interactive at Scholastic, New York. Here is what she said:

What is Scholastic?s strategy behind the launch of the I Spy games for mobile devices?
We recognize that we must reach kids where they are ? on platforms they are playing and spending time on.

Kids are spending more and more time with mobile games or applications, and we find it important to provide quality content that engages them.

Additionally, with the multitude of mobile games available, parents can turn to Scholastic?a name they trust?to deliver appropriate, fun, and engaging content for their kids. 

Scholastic Interactive?s I Spy games have entertained children and families for over ten years on various platforms such as CD-ROMs, Leapster, TAG, iDVD, Wii and Nintendo DS.

Our success with the I Spy interactive franchise can be attributed to maintaining what is core to the brand?the beautiful photorealistic art style and riddles?and leveraging it with the unique capabilities of mobile platforms like the iPhone.  

On which mobile devices/platforms are they available?
We currently have two I Spy applications. 

I Spy Spooky Mansion is available for the iPhone, iPad and iPod touch, while I Spy Riddle Race currently is available for the iPhone and iPod touch.

We continually monitor the platforms that our core demographic spends time with to better understand future opportunities. As the accessibility of mobile gaming grows among kids, we will explore expanding our content to other mobile platforms.

How is Scholastic getting the word out about its mobile games (i.e. marketing tactics)? Is the company running ads across the mobile Web or within other games/apps to drive downloads?
Scholastic currently offers six apps for the iPhone/iPod touch and two for the iPad. 

We execute a multitude of marketing tactics to grow awareness and drive downloads, including online advertising, in-app advertising, social media, cross-promotions and publicity.

Can mobile games be educational as well as entertaining?
Absolutely ? that is what Scholastic Interactive strives to achieve with its product offerings. 

As mentioned, Scholastic recognizes the importance of reaching children where they are spending time.

This offers the perfect opportunity to engage young minds in fun yet meaningful ways. For example, playing the I Spy applications can help children build vocabulary and language development skills. 

Our Clifford application helps very young children build an understanding of words through alphabetic awareness in a fun and creative way, leveraging what kids have come to know and love about Clifford from the TV show or books.