Rescue Pets: MyePets.com

ENLIGHTEN
OUR WORK
Rescue Pets: MyePets.com
A VIRTUAL WORLD FOR KIDS AND THEIR PLUSH PETS
Techniques, cont.
PRODUCT
Rescue Pets: MyePets.com, a new MGA Entertainment-owned line of
Credits can also be used to purchase virtual furnishings for MyHouse,
plush toys and its associated website.
users' private-access 3-D room that acts as home base for their pet.
This space is fully customizable and can be edited to each user's
personal tastes. Acquiring such items as food and furnishings directly
CHALLENGE
To create an online fantasy world and safe community where kids
can adopt a virtual version of the plush pet they buy in-store, care
for it, and customize aspects of its life.
affects a pet's state of being, and this can be monitored through
meters that indicate the degree to which one's pet is happy, healthy,
and well fed.
A messaging tool called "Talk with MyePets" allows site users to
SOLUTION
MyePets.com was developed to be an interactive playground where
kids can live vicariously through their customized Rescue Pets:
converse with their pets in a safe way through parent-approved,
pre-scripted messaging options. These precautions extend to the Post
Office where users can send pre-scripted e-cards that can be
MyePets.com toys. The site's central feature is a Town Square
complete with Spa, Vet, Diner, Flea Market, Post Office, Arcade, and
Show Arena, all of which deliver entertaining activities in a safe web
environment designed specifically for young users.
personalized with a selection of backgrounds and borders, as well as
to a secure PDA interface that operates as a chat platform to
facilitate communication with other MyePets.com users.
Expertise: Strategy
"Being that the target market for MyePets.com is ages four and up,
Techniques
the site had to strike a delicate balance between being a safe place
for young children to play online, and an entertaining environment
To develop the animated and customizable MyePets.com site,
they would want to visit again and again. The result is a one-stop
Enlighten employed Flash technology and progressive database
destination that plays to children's interests in caring for pets while
management technologies. Users can access the virtual world by
also allowing them to create a personal and personalized online
entering the secret code that accompanies each Rescue Pets:
MyePets.com product, upon which they can register, adopt and name
the virtual version of their pet.
space that's completely safe and parent-approved. The volume of
repeat visits that the site enjoys is a signal of how well the brand has
managed to strike a chord with discerning young consumers."
Doug Zeffer, Executive Vice President with Enlighten
With the objective being to care for and interact with one's pet
through various online activities and games, users can earn credits that
can be redeemed for food, clothing, and accessories. Arcade game high
scores are posted in the News section of the site, along with site
updates and MyePets tips.
The MyePets Website
www.myepets.com
Enlighten
[email protected]
P
734.668.6678
F
734.668.1883
3027 Miller Road, Ann Arbor, MI 48103
ENLIGHTEN
OUR WORK
MYEPETS.COM
Result
MyePets.com launched in August of 2007, and within eight months was attracting an average of almost 450,000 unique monthly
U.S. users, according to media measurement service Quantcast. The site receives over 1.5 million visits per month and an average
of 3.4 visits per user, indicating strong user loyalty that is only bolstered by continuously updated games and site features.
2008 ad:tech Awards Finalist for Best User Define
Experience
The MyePets Website
www.myepets.com
Enlighten
[email protected]
P
734.668.6678
F
734.668.1883
3027 Miller Road, Ann Arbor, MI 48103