In a move to offer both offline and online experiences for the whole family, California-based Ticketmaster has launched Minimaster – a program that features kid-friendly events and original video/editorial content.

The Minimaster  website houses an events section that hosts 60 family-friendly activities categorized under such headings as Tiny-Tot Approved and First-Time Concert Goers. The new site also has a blog designed to connect a tween audience with live-entertainment experiences through roundups, guides, playlists and celebrity interviews. Videos on the site, meanwhile, will be updated once or twice per month and showcase behind-the-scenes looks at live events.

There’s also a social media element to the site, which includes a photo mosaic of parents’ Twitter, Instagram and Facebook posts at Minimaster-relevant shows.

Ticketmaster is kicking things off with an August-long back-to-school sweepstakes that includes a US$500 TM gift card, US$250 pre-paid cash card and an assorted merchandise pack.

Naturally, the program, adapted from Ticketmaster UK’s initiative, will be looking for marketing and promotional partners, however further details have not yet been announced.