Bin Weevils, the new 'social' gaming phenomenon aimed at primary/early secondary school children. A free online game (FOG), the site offers really dedicated and enthusiastic players to become members at a cost of £4.95 per month. These membership cards are currently being sold in a range of nationwide stores (Wilkinsons, Sainsburys etc.).
Sounds harmless enough, until you take a closer look at what young children are exposed to whilst playing the game. Heavily sponsored by Innocent Smoothie, players see the logo in a number of places. They are also invited to enter the Innocent Smoothie kitchen on successful completion of a crossword. And it's not just Innocent. Children are also shown images of the Skylanders logo - a new video game. If players find this or Innocent characters they are rewarded with points for their game. In addition, the cinema advertises Cartoon Network and Nickelodeon.
Information in the 'About Us' section on the site proudly claims 'At Bin Weevils kids will never be exposed to advertising of brands who promote unhealthy lifestyle – we make sure our advertising solutions will have educational benefit for children. This is why we teamed with campaigns like “Catch it, Kill it, Bin it” (NHS), Road Safety (TFL) or Online Safety campaign (COI).'
Worthy indeed and interesting that the statement does not dismiss the 'exposing' of children to the 'advertising of brands' - the claim is just that those brands will be healthy! In addition, there is a strong suggestion that this 'exposure' is of educational campaigning rather than simple product placement. Advertising is advertising, however it is presented. Innocent is still a competitive company, promoting it's products to young children largely unaware that they are being advertised to.
Another example of how subtle and complex the world of advertising has become and how the audience are delivered to advertisers through vehicles such as Bin Weevils.
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