Beef is working for Penguin brand Ladybird to produce a website that will explore the value of looking after animals through a new series of books and a Tamagotchi-style game.
Approached in December 2009 on the strength of projects for Puffin and Penguin, the Bristol consultancy was asked to create a digital solution to help promote 11 Puddle the Naughtiest Puppy books.
Beef suggested using publishing codes in the books, which could unlock content and tie in with a Ladybird campaign targeting Rainbows – five- to seven-year-old Girl Guides.
’Children will be given the opportunity to create their own virtual puppy, learn how to look after it correctly and play games with it on the site,’ says Ben Hostler, creative director at Beef.
Hostler promises an engaging experience which ’will show children the responsibility of looking after a puppy in an entertaining manner’.
Children will exercise the dog, play with it and clean up droppings, ’to make sure it doesn’t get unhappy or hungry’, says Hostler, who expects the site and book series to launch together in April.
E-mail reminders may be sent out to children or their parents, reminding them to look after their puppy, as further titles in the series are released.