Haygarth launches exclusive Camp Rock promotion for Walt Disney Studios Home Entertainment and Play.com
Walt Disney Studios Home Entertainment and Play.com have launched an exclusive free gift with purchase to promote the release on DVD of the latest Disney Channel sensation ‘Camp Rock’. The promotion, which was devised and executed by marketing agency Haygarth, offers a free gift with purchase of a Camp Rock door star which consumers can personalise with their own ‘rock star’ name. Camp Rock is the latest offering from Disney Channel, following on from the hit successes of Hannah Montana and High School Musical.
The campaign is designed to promote the Disney DVD release of Camp Rock and drive sales on Play.com. The promotion targets an audience of ‘tweens’ (7-15 year olds) and also the gifting market by targeting parents of ‘tweens’.
The personalised gift with purchase, which is exclusive to Play.com, will be promoted on Play.com and in London Lite press advertising. Camp Rock DVD purchasers will be sent a unique code which allows them to log onto a dedicated micro-site to order a personalised Camp Rock Door Star.
The site also allows the consumer to check out Camp Rock content and other great Disney Channel titles.
Gbone Adjene, Senior Customer Marketing Manager, Walt Disney Studios Home Entertainment, comments: “The Camp Rock Stars promotion meets Walt Disney Studios Home Entertainment’s objectives of driving more interaction with the brand, driving innovation online and adding value to the consumer experience so that the purchase of a DVD becomes a lot more than just a simple transaction, but a fun and engaging experience”
The campaign will be measured through incremental DVD sales and redemptions of personalised stars as a proportion of DVD sales.
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For further information please contact Kate Bowden Smith on 07808 901387 or 01394 276923, Email: firstname.lastname@example.org or email@example.com
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