Move over, Sweet Valley High — make room for Sweety High, an unrelated creativity-powered social game for tween girls that just moved out of beta.
Original programming for the branded entertainment-meets-social-networking portal includes SweetBeatTV, which features Sweety High users as correspondents covering pop culture events, and Food Star, a cooking show featuring community participants and teen celebrities.
The site aims to offer a tween-friendly and safe incentive-based environment promoting leadership and fair play while engaging with the real world, real-time. Game play is built around quests and achievements that reward self-expression and creativity and virtual currency is applied to prizes and unique opportunities for young girls with big aspirations.
Co-founded by writer/producer Frank Simonetti and Veronica Zelle, a music video producer who has worked with Madonna, Britney Spears and Justin Timberlake, Sweety High is a closed community, compliant with the Children's Online Privacy Protection Act (COPPA) and protected against cyber bullying and oversharing of personal data.
Parents of girls under 13 must approve their child’s membership, are given account access to "delete" inappropriate content and receive email updates on their child's recent activity.
“We saw that tween and teen girls had tired of animated or avatar-driven worlds and needed games that allowed them to put their own creativity front and center. Girls needed a place to call their own that wasn't about dressing up dolls or participating in male-dominated war and sports titles,” CEO Simonetti told brandchannel.
“They want to express themselves and engage popular culture, but they also want to compete in deep, immersive experiences. Creators know this, but traditionally they've viewed this female demo as fickle or have feared serving them something too personal. The fact is, girls are looking online for experiences that historically took place for them in their neighborhood. A big part of Sweety High is giving girls an online environment, that as an outlet for their creativity, delivers them amazing opportunities off-line.”
Using video, photos and written quests focused on acting, singing, dancing, journalism and animation, girls earn rewards, harvesting virtual “Hearts” to unlock exclusive programming such as the six-times-a-year “Be a Star” contest, as they work their skills up the 40 plus levels in the game.
Be A Star includes Project Runway-inspired “Make Your Way to the Runway,” where high achievers with positive peer feedback meet fashion industry mentors, design an outfit to be produced by Bebop Clothing and featured in the Sweety High series Glam Squad, hosted by site user Scarlett.
Scarlett, discovered on Sweety High via her original videos, was a devoted Cody Simpson fan, who ultimately appeared as leading lady in Simpson’s music video Ai Yi Yi. Tweens can connect on Facebook and Twitter.
“Filling the gap between real and virtual worlds can change lives, allowing girls to discover their dreams,” adds chief creative officer Zelle.
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