Kid Club Marketing - Youth Marketing Advertising for Tweens, Teens and High School Students
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Client - Microsoft "Web Watchers" Internet Safety Program

In-School Objective
To position Microsoft as a knowledge resource for Internet Safety and create awareness of Online Literacy.


Business Objective
The client’s objective was to enhance brand affinity and loyalty, and promote trial by students and families.


To educate teachers, students, and parents about the importance of online safety via classroom and take home materials and supplemental online materials offering a sweepstakes program awarding technology funds to participating/winning schools.


Estimated Reach

Classrooms -3,000,000 Students grades 3-8 in 6,200 selected Elementary and Jr. High Schools
Schools - Estimated 12,000,000 students grades 3-8 in 24,000 selected Elementary and Jr. High Schools
Districts - Estimated 23,000,000 students grades 3-8 in 13,500 district offices


Program Elements

  • Elementary Student Activity Book
  • Jr. High Student Activity Book
  • Teacher Guide
  • Classroom Poster
  • Teacher Letter

Post Program Results

  • Tabulated Reply Cards

Promotion Examples

Microsoft Promotion

Case Studies

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