SeaWorld Kids is aiming to drum up interest among a young demographic of consumers and their parents with the release of five new mobile applications designed to educate users about nature and conservation.

Geared towards preschool and elementary-aged children, the apps seek to digitally connect users to nature, inspire families about wildlife causes and encourage individuals to help endangered species and other wild animals. SeaWorld Entertainment, Inc., which has its namesake theme parks in San Diego, Orlando and San Antonio, is rolling out the apps as part of its overall effort to expand relevant content on media platforms and bolster its online community.

?The SeaWorld Kids platform is new for us,? said Scott Helmstedter, chief creative officer of SeaWorld Parks and Entertainment, Orlando, Fla. ?One of the key things is inspiring kids to learn about nature and animals, but also reaching them through ways they?re engaging with content, which is mobile and digital.

?If we can reach them that way and they?re not in our parks, we still have a way to talk to them.?

Educational and interactive
SeaWorld hopes that its interactive mobile apps will educate children about important nature facts and drive more visits to theme parks to see wild animals in show, such as its ?Shamu? killer whale performances.

The ?Baby Animals: Cute and Cuddly Animal Babies by SeaWorld Kids? app enables users to discover the care and love that goes into raising baby animals, including lambs, walrus calves and giraffes. Meanwhile, ?Penguin?s Playground? encourages parents to team up with children to solve puzzles and engage with 18 videos and activities that culminate in building an in-app Antarctic habit.

?Mobile devices and mobile apps in particular are a part of children?s lives today, and if used properly, can enable meaningful learning experiences,? said Djamel Agaoua, CEO of MobPartner, San Francisco.
?Children look to mobile apps as a way to be entertained and informed.

?In this instance, SeaWorld is using its mobile app to teach children about the natural world in a fun and compelling way.?

Guests can plunge into polar waters with ?Polar Bear Playground? by running and playing with the Arctic animals alongside learning important facts. Match-3 games also aim to boost memory skills.

Digital safari app ?Tigers, Lions, Cheetahs and Other Big Cats? allows users to view powerful felines in numerous games and videos, and discover what they can do to help wild cat conservation.

Lastly, the ?SeaWorld Kids Network? also offers up facts about endangered species while also encouraging children to swim with sea turtles in the app, which is set to be frequently updated with new information.

?The five apps we just launched are more along the lines of a digital activity center,? said Crystal O'Hea, corporate director of consumer activation at SeaWorld Parks and Entertainment, Orlando, Fla. ?There?s a lot of variety, and kids are staying in them for a while.?

The new SeaWorld Kids apps are currently available for iPhone and iPad only.

Social media awareness
SeaWorld Entertainment Inc. is also hoping to stir up buzz on its social media channels after a recent documentary ?Blackfish,? highlighted problems of keeping killer whales in sea parks.

SeaWorld provided rebuttals against the film?s footage on its Facebook and Twitter pages with paid posts and personalized responses to viewers? comments about the documentary.

Young nature enthusiast Bindi Irwin is featured in the company's Generation Nature program

However, SeaWorld is aiming to push social media conversation to the SeaWorld Kids faction of the company by building up Instagram, Facebook and Twitter followers. Common posts on its Instagram include challenges and facts about wild animals, while its Facebook followers can glance at behind-the-scenes videos of park animals and trainers.

The SeaWorld Kids Web site features short webisodes about specific species, and also drives traffic to its Generation Nature site and social media channels. Generation Nature, hosted by the late Crocodile Hunter Steve Irwin?s daughter Bindi, provides young individuals with fun games, apps and ways to take action to benefit the environment.

?I think the mobile app will result in a push-pull scenario between children and their parents,? MobPartner?s Mr. Agaoua said. ?Children who enjoy their experiences on the mobile app will develop a natural affinity for the brand.

?These positive experiences will fuel their desire to experience SeaWorld in real-life. At the same time, the mobile app will drive more parents - who appreciate that the app is more than just a game - to the theme park.?

Ultimately, the company recognizes that leveraging mobile is imperative in reaching all target audiences.

?What we?ve seen as we?re watching the trend is that so many people are engaging with content through their mobile devices,? SeaWorld?s Mr. Helmstedter said. ?We?ve got to be in the space.

?It?s key for any smart company and brand to make sure you?re engaging on every platform.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York