Beta targets dads with online community DaddyBeGood

Ad agency Beta has created an online community website aimed at dads and signed up cinema chain Cineworld and toothpaste brand Aquafresh as its launch partners.

Beta's latest foray into online publishing DaddyBeGood
Beta's latest foray into online publishing DaddyBeGood

Beta, the agency set up by Garry Lace and Robert Campbell, hopes DaddyBeGood will become the dads' equivalent of the hugely successful mums' online community site Mumsnet.

The site, which has editorial contributors including Loaded co-founder James Brown and Big Issue founder John Bird, is the second online community to be launched by Beta after over-50s portal high50 went live at the start of this month.

Beta said its latest foray into online publishing was born out of research which found that 82% of fathers in full-time employment wanted to play a larger role in bringing up their kids and wanted advice on how best to connect with them.

The site includes advice, tools for parenting, activities and promotions. It has launched with a 12-month promotional campaign called 'Dads go free', giving men who register with the website a free cinema ticket to a Cineworld venue.

DaddyBeGood comprises six sections, including Learning, Playing, Sharing, Shopping, Living and Caring.

The site is being edited by former Brand Republic and Marketing journalist and father of two, Ed Owen, while its editor-in-chief is former Sunday Times Style editor Tim Willis.

Owen said: "Our aim is to not only provide tips and advice – some humorous, some more sensible – on how to be a great dad, but also to provide dads with the ability to share experiences and get that sense of community online."

The7Stars is DaddyBeGood's media partner, while promotions are being handled by Why Not!

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More