Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


Mobile Marketing Week. Disney ‘Camp Rock’ campaign

Mobile Marketing Week. Disney ‘Camp Rock’ campaign

Best practice from Golden Gekko.


Disney wanted to mark the DVD launch of its hit teen film ‘Camp Rock’ in Sweden, principally by driving consumer awareness of the film’s soundtrack stars.

Via its pan-EMEA communications agency Carat, Disney turned to Golden Gekko to create and execute a mobile campaign that directly engaged the target audience.


The campaign had two key objectives. The first was to capture the attention of the film’s core audience, made up of teenagers and students.

The second was to identify a creative means to market the launch via mobile, which would engage the audience on an interactive level and heighten the experience of the film.

Strategy and solution

Taking into account the day-to-day relevance that the mobile channel holds for the target demographic, Golden Gekko looked to employ interactive handset technology to create a fun and entertaining application that users could download to their handset and share with their friends.

The application turned the handset into a rock instrument, allowing the user to play music clips and cool guitar riffs from the film. Users were also able to download free images of the cast, including US pop stars the Jonas Brothers.

This concept not only utilised the power of mobile as a direct marketing channel, but also plugged into the trend of sharing and exchanging information via mobile Internet services.

The campaign went live within three weeks of conception, including the development of the Java application, establishment of the mobile website and creation of the SMS Shortcode. The Java application was optimised and tested to work on 95% of all active mobile handsets in Sweden, representing over 400 models.

The launch of the application was marketed via banner advertising on a number of popular online social networks in Sweden, and through the inclusion of the SMS Shortcode on posters, and on the Disney website. The application was also added to top Scandinavian app stores, including Getjar, Nokia Mosh, Mobango and Mobile9.


Golden Gekko leveraged the power of mobile to develop direct engagement between Disney and its target audience.

The interactive element was highly effective in meeting Disney’s main objective of raising consumer awareness of the film launch.

The ability to access music and images from the film resonated effectively with the target demographic and was a particular success with teenagers and students. It also demonstrated how mobile can be used as a quick and effective marketing tool within a short time frame.

The success was evident in the results the campaign garnered. During the first two months, 79,378 people downloaded the application from Sweden alone, and over 150,000 people downloaded the application from other regions - despite a clear text stating that it was only available in Swedish.

Disney and Carat considered the launch a huge success.

drug coupon cialis free coupon prescription coupons
prescription coupon card open prescription savings card
what is the generic name for bystolic bystolic coupons
progesterone hormone pills progesterone hormone pills progesterone hormone pills
lisinopril side effects and warnings lisinopril side effects and warnings lisinopril side effects and warnings
side effects of abortion pill link post abortion
bystolic manufacturer coupon bystolic coupon 2014
cialis 2 cialis 2 cialis 2
aida kreuzfahrt aidadiva aida angebote
naproxennatrium open naproxen nsaid
yasmine yasmin senel
depakin bustine depakin 300 depakin 300
the cost of abortion where to get an abortion pill how do abortion pill work
cialis cialis 20mg cialis
free cialis coupons cialis coupons from lilly
cheap abortion pill abortion clinics in houston tx
abortion pill articles cost for an abortion abortion pill alternatives
aspiration abortion pro choice abortion pill types of abortion pill
vivitrol wiki link naloxone naltrexone
opiate antagonist naltrexone revia for alcoholism
naltrexone rapid detox alcohol implant does vivitrol stop withdrawals
ldn and autism open trinalin
risperidon ja alkoholi risperidon 0 5 mg risperidon xtc

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.