THE CHALLENGE
The NFL desired a site that would build communication among their young fans, and build awareness and brand loyalty. The goal was to design a football site uniquely for kids that would hold their interest even in the off-season.
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THE SOLUTION
To guide the development of the site, SpectraCom Research conducted research during the planning and development of the site to ensure the site was on target. We first conducted focus groups with kids to determine football knowledge levels and test different site design concepts. Knowing that games are an important part of any kids’ Web site, we also had the kids in the focus groups play a variety of online games to observe how they played and what game formats they preferred. Then we used online surveys to measure football interest and confirm the findings from the focus groups with a national audience. As the site and games were being developed, we used “playability tests” (a kid-friendly version of a usability test) to get feedback from kids.
We identified some key elements that kids use to determine which sites are “for them” which are for adults. For this site, one of those keys was including pictures of kids playing football. By integrating research throughout the development process, the NFL achieved its initial goals of building strong communication with kid-based fans, combining educational and fun elements to build brand awareness, and leveraging unique NFL experiences to encourage kid participation.
For more on how we can assist you in developing online youth marketing that is right on target, contact us. |
