Walt Disney Studios Home Entertainment and Amazon.co.uk have launched an interactive High School Musical 3 CD ROM Yearbook, as an innovative free gift with purchase to promote Disney’s New High School Musical DVD release.
This is the first time Walt Disney Studios Home Entertainment has created bespoke software for a DVD release, with the aim of developing innovative activity in the market place and encouraging greater consumer interaction with the brand.
The promotion, which was devised and executed by marketing agency Haygarth, aims to drive sales of the latest film in the award winning High School Musical film franchise: High School Musical 3: Senior Year.The promotion offers a free gift with purchase of an interactive High School Musical 3 CD ROM Yearbook, which allows consumers to choose themes and colours for each page, upload their own photographs and add captions to create their very own version of the High School Musical 3 Yearbook. High School Musical 3 is the latest offering from Disney, following on from the DVD hit successes of High School Musical 1&2.
The campaign, which launches mid February, is designed to promote the Disney DVD release and pre-order of High School Musical 3and drive sales on Amazon.co.uk.
This fun and engaging promotion targets an audience of ‘tweens’ (7-15 year olds), 7-10 year olds with pester power and housewives with children.
The personalised gift with purchase is available ‘in pack’ on 20,000 promotional DVDs exclusive to Amazon. This offer is currently available for pre-order on Amazon.co.uk, with the DVD releasing on the 16th February.
Dan Scrase, customer marketing manager, Walt Disney Studios Home Entertainment, said: “This is one of the many initiatives we are implementing with retailers this year on our DVD releases to maximise growth opportunities through innovation, adding value to the customer experience and providing more interaction with the brand."
The campaign will be measured through incremental DVD sales.
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