77Kids sponsors online Jonas Brothers concert

Just got some news about an upcoming event from American Eagle's 77Kids brand:

The Jonas Brothers concert will stream one-time only, this Sunday November 16th at 3 p.m. EST at the 77Kids.com site. Afterwards two Jonas Brothers’ songs from the exclusive show will be available for extended play through November 30th.

The online experience will include all the excitement of a live concert. Fans can visit the 77kid gallery at 77kids.com to choose between fourteen “kid cool” characters that best represent their style. The 77kid character will walk the red carpet and join the crowd on concert day. Fans can also select different camera angles, including a “Nick Cam”, “Joe Cam” and “Kevin Cam”, throughout the 40-minute show and post messages on the Jonas Brothers message board.

My take
I'm nowhere close to an expert on kids' or tween brands, but this is a pretty great idea to me. The Jonas Brothers are perfect brand ambassadors with tons of cross-generational appeal and a very appropriate image for 77Kids. Streaming it on the web combines the excitement of a live performance with the convenience and accessibility of online, which is especially important for an audience like this who can't necessarily go a to a lot of concerts on their own. The icing on the cake is the ability to interact with the show, which makes the experience something that's unique to the online medium- much better than simply repurposing old media content.

Like I've said before, I'm a big fan of American Eagle (both as a consumer and a marketer). This looks to be the beginning of great things for 77Kids, and I have no reason to think they won't be just as successful with this brand as they have been with their mainline brand.

Watch the concert here