Starwave, a subsidiary of Disney, has scored five new licensing deals for mobile content. Some of these are reasonably obvious — Happy Tree Friends and astrologist page AstroStyle have some pretty logical ways to develop mobile content…as does “Stormbreaker”, an upcoming movie based on a book.
However, AND1 makes basketball shoes and apparal, while Chub City makes radio controlled cars. These last two don’t have an obvious port to mobile content — I suspect the content will be more intended to support their products rather than be a success in its own right. There’s plenty they can do, AND1 can sell basketball logos and probably make mobile content with basketball players who they sponsor and Chub City can off pictures and specs of its cars, and possibly a racing game. But it will be basically to support their main products.
There’s nothing wrong with that, really. If it’s done badly the development of the content will just be a waste of money, but if it’s done well (imaginatively and well-aimed at the target audience) it will be a good way of strengthening customers relationship with the brand.
Related stories:
–Happy Tree Friends Get Mobile
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