Australian online media company Spike
Networks has entered a strikingly new deal in its first Japanese
language Web site — selling candy online.
Spike’s alliance with I&S/BBDO will create an online e-commerce site for
Mars and Master Foods Japan, targeting the younger audience. The site will launch next month.
Spike will create virtual characters to direct users through the Web site. Spike aims to bring in a younger audience to
establish the brand in Japan, and will offer interactive games, magazines,
music and “street culture”.
The Australian company will also tap unnamed Japanese media partners to
provide content and build an online community for the site.
“The youth market is now an international culture immersed in the digital
lifestyle and the Internet is the only way to reach them
logistically and intellectually,” said Spike founder and Chief Executive Officer Chris O’Hanlon.
“This agreement marks an important milestone for Spike’s fledgling Tokyo
operation, in that it will be its first new site with full Japanese content
and solely in the Japanese language,” said Keith Pinney, Spike’s head of
operations in Japan.