Wyeth Gold launches DIY flash card app to customise children's learning

The Wyeth Gold DIY flash card iPhone app is to create more value for consumers and engage more users to the members club 'MaMa Hub'. While there are already many digital flash card programmes in the market, Wyeth adds a do-it-yourself function for parents to customise their children's learning. This app is a product of the collaboration between Wyeth MaMa Hub and Yahoo's Y! Parenting.

The Wyeth team takes flash cards on people as an example. Parents can create a relatives and friends category with the app to make learning more practical in everyday life. The user-friendly app also encourages parents to teach children the steps to create new flash cards.

People can access the app download through banner ads across Yahoo and Wyeth's microsite Onelessworry.hk. A set of 100 preinstalled cards in 11 categories with English audio clips is already provided in the intial download. The program is also linked to a direct dial function to Wyeth's hotline and homepage. Any enquiries will help Wyeth collect CRM information for future developments.

Clarence Chung, general manager nutritionals at Pfizer Nutrition Hong Kong, states: "Nowadays parents in Hong Kong are more well-educated and are looking for safe and high quality products for their babies."

He also added that the company has relied on infomercial and health talks traditionally. "Now we are using a new media to help parents engage in advancing their children's learning," Chung said.

According to Terry Chu, senior business manager of media services at Yahoo Hong Kong, the DIY app already ranks first at the Top Free Apps of the education category in HK's Apple Apps Store.

The campaign is also supported with a television commercial and leaflet promotions. It will also launch out-reach programmes and presents at the Baby Expo 2010.

Wyeth Pharmaceuticals is now a part of Pfizer. Pfizer Corporation Hong Kong and Wyeth Hong Kong are both subsidiary companies under Pfizer Inc.