Disney Online is decorating its four mother- and family-targeted websites to promote Halloween ideas and products for parents and families. The company is promoting costume, craft and recipe ideas through the end of October on Family.com, FamilyFun.com, BabyZone.com and Kaboose.com, as well as running a contest.
Family.com will post Disney Halloween ideas every day, such as Jack Skellington cupcakes and a Mickey Mouse Pumpkin, while FamilyFun.com will offer tips for creating homemade costumes. Kaboose.com will distribute Halloween party recipes.
The sites will also run four themed costume contests that will be promoted across the portfolio of sites, including the “Boo-Tiful Baby Photo Costume Contest,” “Ghoulishly Great Family Costumes,” and “Bow-Meow-Ween Pet Photo Costume Contest.”
To enter, consumers must upload photos of their babies or toddlers to the site. Entrants get a chance to win a $1,250 gift card.
“Halloween is a very big time of year for us on our mom and family properties — second only to the holiday season,” said Maureen Bergmueller, director of marketing for the Disney Online mom and family portfolio of web sites. She added that cross-promoting the sites allows readers to be aware of the range of content among Disney Online’s properties, and to drive traffic. For example, a mom with several children may look at BabyZone.com for information about her newborn, but this promotion will encourage her to visit Family.com for a story about safe trick-or-treating for her older children.
The Halloween effort is the first time all four sites have collaborated on a significant level. Bergmueller said it will not be the last.
“We will absolutely do this more for the holidays,” said Bergmueller. “This is the first of many that you’re going to see from us as a network-wide promotion.”
