Like King Midas, when a strong kid brand moves into proximity of another brand, the latter brand is often turned to kid gold. One Direction, or 1D, is currently the best example of that golden touch in action.
When 1D skyrocketed to the top of KidSay’s Trend Tracker favorite band/singer charts in May 2012, who knew that Harry, Zayn, Louis, Niall and Liam, as a band and as individuals, would become the reigning kings of cross-promotional power.
Three brands that turned a shinier shade of kid gold after engagement with 1D’s audience over the last year are: Kik Messenger, Woozworld.com and Jason Derulo.
1. Kik Messenger – Sony Music tapped Kik to help promote One Directions, “Midnight Memories” album release in late November 2013.
Before (September/October 2013)
Fav App: No mentions
After (Year-End 2013)
Fav App: #6T – 4% teen boys, #7T – 3% teen girls
2. Woozworld.com – Official on screen partner of the One Direction “Take Me Home” tour (June-August 2013) and in the fall had users create their own YouTube-hosted One Direction videos using their favorite 1D song and theirWoozWorld avatar.
Before (June/July 2013)
Fav Website: No mentions
Social Network/Virtual World: No mentions
After (Feb/March 2014)
Fav Website: #10 – 2%
Social Network/Virtual World: tween girls #5T- 4%
3. Jason Derulo – In November 2013 One Direction hosted “1D Day”, a seven-hour YouTube live stream during which the were shown dancing around to Derulo’s “Talk Dirty”. The video went viral with 1D fans making their own versions of themselves dancing to the song.
Fav. Band/Singer: No mentions
After (June/July 2014)
Fav Band/Singer: April/May 2014 – a couple of mentions; June/July 2014 – #9T – 2% tween boys
What or Who is Next to be Turned to Kid Gold? 5 Seconds of Summer.
There may be no greater endorsement than holding the position as the opening act on tour with One Direction. KidSay predicts the next addition to this list will be the band 5 Seconds of Summer (already climbing to #4T - 3% of teen girls, June/July 2014). The band’s eponymous debut LP was released in late July. They will continue in their current opening spot for One Direction’s “Where We Are” tour through early October.