Unicef and Target, in collaboration with Disney, are launching a Fitbit-like wearable device for kids that has the potential of being this Holiday Season’s hottest gift. If it does become the gift sales winner for 2015 it will not because it promotes exercise. It will be a sales success because it is a cool wearable with Star Wars branding that enables Generation Z (those aged 10-16) to make a difference. This new wearable holds the potential being yet another cool with a purpose marketing best practice proven to win millennial generation, and now Generation Z, customers!
Unicef Kid Power
Unicef Kid Power is the name of the wearable device that is being marketed as the first “wearable for good.” The device looks like similar wrist ban digital devices that monitor body movement. It connects to an app that then provides data on how much a wearer is moving.
It is this device’s marketing that is real power keg for igniting increased individual actions that can reduce the risk of obesity and diabetes among Generation Z. Children wearing the device will be engaged through games promoted by entertainment and sport stars like Pink and the Boston Red Sox’s David Ortiz. The device repositions exercise from a health related task to being cool and winning recognition. It moves their engagement from a petition that exercise is good to the enabling of individual and collaborative fun. This is the marketing model for selling health and sustainability.
There is also a second tier of motivation designed into this device’s human engagement. This second motivational tier is tied to enabling Generation Z to make a difference. Making a difference is a huge theme among Generation Z. Research points to today’s kids seeking action paths for making a difference with 26% already in volunteer roles and 76% concerned about humanity’s impact on the planet.
Children who play the games offered through the Unicef Kid Power device will earn points toward funding food packages that will be given to children facing hunger. This is a hugely powerful message for Generation Z. They have high affinity for their age group across racial or national divides. Helping one is seen as helping all in their generation.
Star Wars promotion
As if selling a cool looking wearable device promoted by entertainment and sports stars is not engaging enough the Disney Company is promoting a Star Wars themed wearable. This wearable will be tied to their December 2015 movie “The Force Awakens.” The Star Wars themed wearable will be available for sale at Target.com in November and in stores by early 2016. The only real question is how long before parents get to be cool too and can buy a matching wearable their kids will be flaunting?
Marketing genius that sell sustainable and healthy solutions
Here is what we now understand about successfully marketing sustainable and healthier solutions:
- You cannot educate people to change
- You cannot trick or scare them to change
- You have to “wake them up” with bold engagement, like making it fun.
Isn’t that the marketing genius of the Unicef Kid Power device? It is change made fun, engaging and cool. That is how to successfully sell today’s consumers on solutions that promote environmental and human health. That is how you turn a wearable promoting exercise into potentially this Holiday Season’s hottest gift to Generation Z!
About the author
The Boomer Generation Diet is Bill Roth’s newest book and his personal story on how he has lost over thirty pounds and kept it off. Triple Pundit founder Jen Boyton says about this book: “Written in Bill Roth’s lovable, relatable tone…a must read for any Boomer who is looking to jumpstart their health and have fun at the same time. I hope my parents read it!” Visit The Boomer Generation Diet Facebook page to learn more and follow Bill on Twitter @earth2017.