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Viacom?s Nickelodeon builds award show hype via digital book

Viacom?s Nickelodeon is leveraging an iBook to give children an interactive experience leading up to the upcoming Kids? Choice Awards.

Consumers can download the iBook for free in Apple?s App Store. Although the app is available for both iPhones and iPads, the interactive features are more geared towards families with tablets that children can play with.

?The Official Multi-Touch Book allows for us to create a unique experience related to not just the Kids? Choice Awards themselves, but also with the nominees and nominated content for our fans to enjoy and interact with like never before,? said Matthew Evans, senior vice president of digital at Nickelodeon, New York.

?Kids are now fully in control of the show in this distinctive book that is made just from them,? he said.

Interactive storytelling
Nickelodeon?s iBook is called the 2014 Kids? Choice Awards: The Official Multi-Touch Book.

The digital book serves as a virtual treasure hunt that consumers can interact with to unlock new pieces of content.

Children who download the iBook can fill out a ballot to vote for their favorite shows to win Kids? Choice Awards. Once a ballot is filled out, consumers can submit their votes on

The interactive book pulls in a countdown clock that counts down the days until the award show airs.

The digital book also aggregates exclusive video content, such as interviews with the broadcaster?s cast and crew. Additional video clips from past awards shows and trivia questions are also included in the app.

There is also a hub of information and photo galleries about the awards show, nominees and the show?s host ? actor Mark Wahlberg.

Nickelodeon is also getting fans prepared for the awards show with in-app trivia.

For example, one trivia question is, ?What?s inside of a blimp??

Nickelodeon?s digital book also pulls in a countdown clock to help kids track the number of days until the show airs. Additionally, there is a virtual orange blimp that can be viewed in 360 degrees.

Nickelodeon will also update the iBook as the awards show gets closer. The 27th Kids? Choice Awards show airs at 8 p.m. eastern time. 

Driving awareness
Beyond digital book, mobile has played a big role in Nickelodeon?s strategy to connect with children and its viewers.

In April 2013, Nickelodeon launched its first worldwide iOS app for the popular Ninja Turtles franchise (see story).

The brand also rolled out a mobile version of its AddictingGames game (see story). 

In this case, the iPad is a natural platform for Nickelodeon to tap into for engagement.

The broadcaster cites data finding that 51 percent of kids aged 6-11 years old use an iPad every day. The average child spends 47.4 minutes on an iPad daily with the device, with the bulk of activity happening on videos and listening to music.

?A tablet experience is about leaning back and observing, not doing work,? said Marc Parrish, an advisor at Appboy, New York.

Mr. Parrish is not affiliated with Nickelodeon. He commented based on his expertise on the subject.

?Internet users view 70 percent more pages when browsing with a tablet compared to a smartphone,? he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York