Disney readies huge Q4 marketing campaign

Publisher Disney Interactive is to unleash a huge all-encompassing marketing campaign this Q4 to drive the success of a number of its key upcoming titles – in particular those tied in to the successful film High School Musical 3.

The push, which is to be marketed under the banner ‘All Singing, All Dancing, All Gaming, All Disney’, will highlight games such as quiz title Disney Think Fast, dance title High School Musical 3 Senior Year Dance and accompanying DS release High School Musical 3 Senior Year as well as karaoke pair Disney Sing It and Disney Sing It: High School Musical 3 Senior Year.

It is an exciting Christmas for Disney Interactive Studios, and our fourth as a publisher,” country director Matt Carroll told MCV. Our release schedule contains some of the most popular and exciting family franchises in the world. There is something for the whole family whether they prefer performing their favourite Disney songs on the Sing It titles, testing their knowledge on Think Fast or finding out which High School Musical character they are most like, there is bound to be a game for everyone.”

The marketing drive includes plenty of TV advertising, such as a key spot in ITV’s X Factor. There’s unsurprisingly also plenty of cinema advertising planned, which launched alongside High School Musical 3. Another element of the drive is a national shopping mall tour, running in conjunction with AOL, which will be visiting five of the UK’s largest malls beginning on November 6th. Also look out for extensive PR activity targeting Christmas Gift Guides, the parenting press, kids and tweens publications and both national and regional print, broadcast and online media.