LeapFrog Debuts 'No Ordinary Pen' with Contest

LeapFrog Enterprises is giving consumers a new reason to surf the Web, launching an interactive Web site to showcase its first ever tween product—the Fly pentop computer.

Like its name, the Fly pentop computer resembles an ordinary pen, but works as a translator, a music maker, calendar and calculator.

To mark its new entry into the tween market, LeapFrog is introducing the product to its audience online. Tweens who log onto Liveonthefly.com can hear about specific features on the Fly pentop computer via teen hosts. Each host describes key features on the Fly pentop computer, including Flytones, a music application that lets users draw instruments on paper and play them or scheduler, a calendar that records and reminds users about upcoming events by writing the on paper.

LeapFrog lets tweens sample the Fly pentop computer online

Using the hosts as guides, visitors can interact with the Web site and see the product in action online before it hits stores. LeapFrog is targeting 9- to 14-year-olds under the product launch—the brand's first-ever tween property.

"We knew this audience was online," said Daniel Stein, managing director for EVB, a San Francisco, CA-based experience marketing company that designed the Web site. "We know they turn to the Web for entertainment. We knew we had to come up with something that is engaging so tweens didn't feel they were being marketed at, but something that was marketing to them on their level."

The Fly pentop computer hits retail stores in October and will retail for $99.

To drive more buzz about the product, LeapFrog is running an online contest giving tweens a chance to win one of 1,000 Fly pentop computers. Consumers can enter online at Liveonthefly.com or at Flypentop.com. Fifteen grand-prize winners will receive a $1,000 gift certificate and 1,000 first-prize winners will get a Fly pentop computer. Twenty-five second-prize winners will receive one box of Upper Deck MVP cards.

The sweepstakes runs through Sept. 30. Internet materials and TV spots support. Irvine, CA-based Strottman handles.

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