VERB Yellowball: Prompting Kids to Play?
Here’s a great integration of a viral marketing media blitz with mega-support from the entertainment industry, aimed to get kids moving and prompt them to play.
I’ll squelch my editorial ‘eek’ on the need for same, because this concept is worthy, even if I was disheartened by kids receiving the balls asking, “What do I do with it?” and “Can I keep it?” umpteen times. (I’ll leave the disturbing psychological outcomes of rampant consumerism and free play paralysis to Susan Linn, Ph.D. and keep my lens focused on the media/mktg. outcome)
My eleven year old had already ‘heard of VERB™ Yellowball but when I asked her my usual media mom stuff, “who’s behind it, what’s the objective, how are they reaching kids” for once she was a bit stumped, and couldn’t articulate what it was all about.
Turns out she wasn’t alone. VERB’s own staff was equally vague when we encountered their massive promotional blitz while visiting friends in Anaheim for the big blowout Radio Disney 10th Anniversary Concert.”
As we approached the arena, teens in bright yellow tees were clearly staging a ‘happening’ in the parking lot. (Very ‘O.C.’ I’m told)
There was an obstacle course set up. Microphones blasted. And kids were drawn toward the buzz like lemmings. As we got closer, I heard kids being asked their ages and handed a ball if they were between 9-13.
It’s “VERB™ Yellowball! We’re getting tweens active!”
I’m thinking this is a brilliant idea, setting up a place for kids to get their ansies out before standing in line, probably sponsored by a fitness or health ed group, and “yay, fabulous, bravo, healthy, right up my alley for Shaping Youth.”
But wait…Did they just say “tween?” Why not ALL kids?” (you can imagine how well that went over when younger siblings were denied a ball)
My marketing synapses suddenly fire up, “hmn, they’re SPECIFICALLY targeting tweens…VERY cool name, serious branding strategy, lots of thought, tons of hype, clearly big bucks sponsors…who’s behind this thing? They’re saying ‘play and pass it on’ so it’s gotta be viral, buzz, maybe data collection…whoa, “um, honey can you throw me that ball a sec?”
Sure enough, imprinted on the back it says, “Play with this ball. Go to verbnow.com, enter the code below and tell us what you did with it. Pass it to another kid.” Bingo! I’m about to find out who’s behind this gig, right?
Well, I was in for a surprise. The fun-zingy action-packed site had pixie magic all over it, with every bell & whistle imaginable to blog, video, mix, create a “Virt” character, download a desktop buddy, and let kids make their mark and ‘be a part of’ the Verb ‘experience.’
Hilary Duff was on the landing page with a line or two about how she’s “hangin’ and playing with YB”—So I’m figuring it’s gotta be a Disney deal, right?
But then I see a COPPA mark, (preteen privacy act/digital compliance) and a line that says VERB is a trademark of the U.S. Department of Health and Human Services and Centers for Disease Control and Prevention (CDC)!
Huh? Say what? Now I’m thinking there’s a huge disconnect here.
Why would the government bury that information to families that are skeptical of internet corporate interests?
If it’s a fun, harmless, healthy habits style prevention program then at least train staffers to stay underground and elusive for their kid-friendly coolness vibe but whisper the truth to inquiring parents.
The VERB website says, “It’s a big, bouncy, world-changing idea that was created to spread play to every kid in America. Here’s the deal. We’re scattering thousands of yellow balls all across the country. It’s up to you to find one, play with it, and most importantly, pass it on. FIND ONE. Someone is bound to pass one to you. Can’t wait? Check out our “Pass It On” section. PLAY WITH IT. However you want. Whenever you want. Just play.”
I LOVE this idea. What parent or child wouldn’t? Viral marketing the concept of play in its purest essence? Yes, absolutely! Get those kids outdoors. Throw ‘em a ball. Hurray! Bravo!
Just don’t leave us hanging, or you’ll have media mavens like me deconstructing, “Is this a biz/govt. partnership exchanging credibility for tween data? Could they have struck a deal with Disney for access to kids’ online behavior? Market research? Click through rates? Viral pass along? The privacy policy states the CDC doesn’t share the personal info, but who or what is the motivating force behind the funding and alliances?
With pervasiveness at an all time high and consumers getting more skeptical and protective of their kids’ media intake, it would make sense to let us know who the good guys are!
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[...] It’s not completely clear, however, who is behind it and what is what all about, but a quick search showed that Amy over at Shaping Youth had revealed that there’s line saying a line that says that VERB is a trademark of the U.S. Department of Health and Human Services and Centers for Disease Control and Prevention (CDC)! and it’s simply about getting tweens more active (”spread play to every kid in America”). [...]
[...] Un-freaking believable. The feds fouled up again. Just as the buzz was building and Verb Yellowballs were showing up everywhere in a cool campaign designed to wage war on childhood obesity, what do they do? Take the air out of the funding. [...]
I would like to know how to get the Verb games and yelloballs out to my elementry schoool. I was sent a starterm kit this summer at the Girl Scout camp I worked for the summer, but I have no way of contacting them in regards to sending me more kits for the elementry school.
Can anyone help?
I just googled your inquiry and found the National Recreation & Park Association received several kits like you mentioned, and had an FAQ for ordering same. Not sure with the discontinued status of the program what their game plan will be but you could give ‘em a try. Here’s the link: http://www.nrpa.org/content/default.aspx?documentId=2512
Or you could try the Verb Yellowball site direct, but I didn’t see any ‘ordering’ info, only details on tracking/blogging what’s already out there…
http://www.verbnow.com/yellowball/main/
Ironically, I’ve seen some entrepreneurial types even try to hawk ‘em on e-bay…go figure…
[...] is the same government arm that had a great stealth anti-obesity program targeting tweens with Verb Yellow Ball, then, just as it was starting to spread virally among kids, get some buzz and really take-off? They [...]
[...] (win+endorphins, get it?) brought to you by…eBay. The cryptic, whimsical ad blitz smacks of Verb Yellowball tactics in the marketing gimmick arena, so I was hopeful it was a similarly cool viral campaign for [...]
[...] Free play and free thinking are assets we can’t afford to lose…Period. [...]
[...] wrote about this phenom, observing the VERB Yellowball viral effort for children via the Verb Now CDC/USDHHS site partnering with Radio Disney and [...]
[...] from corporations that aim to limit their imaginations.” Yep. I remember my experience with the Verb Yellowball campaign, watching kids at a Disney Radio event be handed a yellow ball and literally ask ‘what do we do [...]
[...] that’s EXACTLY what we’re seeing in our K-5 counter-marketing interventions…(shades of the Verb Yellowball article I wrote about kids being ‘prompted’ to [...]
i cut the verb ball in half and ate chili out of it.
then i passed it on to someone else so they could eat chili too (:
[...] solid health ed ideas come and go without fully being implemented or given the time to ripen…(Verb Yellowball, anyone? Remember when it deflated just as it was getting some bounce?) Traditions could be easily [...]
[...] intriguing…Especially after plunging into some CDC “Health eGames” research and Verb Yellowball CDC marketing to kids…(remember what happened [...]
[...] livelihoods and paychecks in exchange for community support…Then again, think about the FREE Verb Yellowball campaign to get kids to get outside and play…or free fresh produce samples at Farmer’s Markets [...]
Hi and thanks for the verb balls.
I am a Physical Ed. teacher at syracuse Junior High school in Syracuse, Utah. 84075
Is there a chance of getting more. We have used them for Softball, catching drills, speed ball. The kids love them.
Please let me know.
Thanks again, Steve
[...] water balloon tossing, belly-crawling and other real-world missions. (shades of Verb Yellow Ball “play prompts” to report back onto the site sharing what they did, in ‘Mission Accomplished’ [...]
Dude! what happened to the website?!
Good question, Bradley…just checked and it’s not loading at all…why on earth would they take it down when it could be a model for all? argh. The govt. baffles me…
‘epic fail’…sigh.
Amy Jussel´s last blog ..Blog Action Day: Inspiring Kids As Stewards of the Planet
[...] remember the Verb Yellowball campaign for kids launched by the CDC for a body positive approach to active play, seeding fun [...]