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August 16, 2009

Disney launches heavyweight integrated campaign to promote new UK TV channel

A major marketing campaign has been implemented by Disney to support the launch of what it calls “its new boy-focused, girl-inclusive” TV channel, Disney XD, on 31 August.
The fully integrated campaign includes Disney XD spots on commercial TV, outdoor marketing, cinema postcards and grassroots experiential events. There’s also a key focus on digital media to drive engagement with the brand among its key audience of children aged six to 14.
The cornerstone of the online activity will be a futuristic interactive Ultimate Gamer Challenge, which has been running on the world’s largest gaming site, Miniclip.com since 20 August.

This will consist of a series of skills-based games themed around show character Aaron Stone, and will allow children to go head-to-head with their peers in a number of linked challenges. In addition, messenger icons can be unlocked after each mini-game for kids to share with friends.
The Gamer Challenge will be supported by the innovation ‘augmented reality’, which allows children to gain access to exclusive Disney XD and Aaron Stone content using their webcam. In addition, an expandable version of MSN Messenger will keep them informed of all the latest launch news, with weekly video content planned. Meanwhile, Aaron Stone-branded in-skyscraper games and rich media will run on sites, including Cartoon Network (CN), Nick and CITV.

Experiential marketing comes via a partnership with England Beach Soccer – the official governing body of the sport. In involves a beach soccer roadshow taken to various urban locations throughout the UK, culminating in an event on London’s Oxford Street on 29 August.

A targeted TV campaign has also been launched, which will run until 20 September across childrens’ channels Nick, Nick Toons, CN, CN Too, Boomerang and CITV, along with Sky Sports, UK Dave, Sky 1, E4 and T4, reflecting the aspirational nature of the Disney XD audience.
Press activity includes ads throughout August and September in gaming and extreme sport titles. In addition, cinemas will be targeted with pamphlet and postcards, while there will also be a major outdoor poster campaign.
Disney XD will join the successful portfolio of kid-driven, family inclusive channels, including Disney Channel and the fastest-growing Playhouse Disney.
“Since Disney XD is built around what kids, particularly boys, told us they wanted to see from a TV channel – namely, gaming, sports and humour – it was crucial that the integrated launch campaign reached them in environments that resonated with them,” said Nicole Morse, executive director of marketing at Disney Channels UK.

“The campaign’s interactivity is key in ensuring kids can engage with the new brand for a significant amount of time, with the scale and aspirational media choices delivering the message that Disney XD is a channel for them.”

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