Mail, TV Campaign Back Game Launch

Share this content:
The release of Walt Disney Co.'s Mulan Story Studio for the Sony PlayStation is being accompanied by a direct mail and television marketing campaign.


More than 200,000 Disney credit card holders received a $5 rebate and information about the game in their statements this month. The mailings targeted cardholders with young girls since the game's lead character, Mulan, is a young female.


"We are trying to make the campaign more girl-oriented," said Tom Emelo, director of product marketing at NewKidCo, New York, which produced the game with Disney. "The television spot will be more girl-oriented than the direct mail aspect of it. We are hoping to get a good cross-section of both boys and girls, but we know it is going to be more popular with girls."


Disney also included the rebate offer in 85,000 DVD versions of "The Little Mermaid" and "The Jungle Book" released earlier this month.


"Depending on how well the DVDs sell, we will be putting the rebates and letters in up to 600,000 more of them," Emelo said. "We really want to build awareness with these two first parts of the campaign. The goal is to get the coupons out there so that people will be looking for the game for their kids."


The television campaign begins early next year with commercials running nationally for three to four weeks on Nickelodeon, The Cartoon Network and ABC. There also might be a radio campaign, but Emelo said there will be no print or online advertising.
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above