- the walt disney company
- Marketing television like toothpaste.
How do you encourage kids who don't watch much afternoon television to do so? By providing them with world class animated programming and by reaching them with powerful integrated marketing messages in the environments that they frequent and feel comfortable in.
Ascension strategists working with Buena Vista television management successfully found a way to promote a new two-hour Disney Afternoon block of animated, kid's programming through a variety of non-traditional channels.
Over a 12 month period, national promotions featuring themed, in-store point-of-sale, commercial tags with Disney animation and licensed toy premiums were used in an integrated $100 million marketing/promotion program. The program featured national co-marketing partnerships with McDonald's, Kellogs, Nintendo and Proctor & Gamble. At the time, the launch was heralded as the largest and most ambitious effort behind a new television property to date.
The Disney Afternoon is a great example of expanding a brand and its products way beyond the typical channels in which consumers have become accustomed to using it.