Disney UK and Microsoft are embarking on a partnership of eight months to support the launch of the Xbox 360 game Disneyland adventures, which marks the first time that a brand has used live performances of Disney in promotional activities.
The campaign, which will be aimed at children and families, will run through most Disney-related media and retail properties, as well as outdoors.
The game allows players to use the motion controller and the voice of Mylar as a portal to explore a ' virtual ' Disneyland, interacting with characters and participate in challenges.
The unit rolls out this week with Xbox sponsorship of Disney on ice worlds of fantasy UK and Ireland tour, followed by another tour on the ice, princesses and heroes, starting in March. Each tour venue will be provided with Xbox 360 Kinect for visitors to play the game. Demonstrations will be set-up in stores Disney next month.
Sponsorship activities is launched through the Disney TV channels, including The Disney Channel, Disney XD and Disney Junior. The unit also includes advertorials in magazines.
The campaign will be supported through a dedicated microsite, which will feature content from Disney on ice show and information about the game and the console.
Will also host a series of contests with prizes, like the Disney Store vouchers and family holidays.
UM London and Disney sales and promotion division, Disneymedia + UK, developed the push; the ads were created by McCann Erickson.
Experiential Marketing has had a key role in promotional activities, including Xbox Kinect $ 500 m (300 million pounds) home console launch campaign, which was held in November last year.
Disney nor Xbox would disclose the cost of the partnership, but Xbox has spent heavily on marketing games titles. Last year, is reportedly invested $ 6.5 m in the media for the launch of its flagship game, Halo 3.
For the recent launch of the Xbox 360 video game Gears of War 3, were broadcast real-time ads TV, showing people playing the game live online.
In March this year, Microsoft has signed a product placement agreement, with its game Kinect sport, becoming the first product to feature on Sky channels under this agreement.
Kinect SportsZumba FitnessDance CentralKinect RideYour joy Fitness evolved form:Source: UKIE games chart, compiled by GfK Chart-Track
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