Xbox has signed a promotional deal with Disney UK to support the November launch of Disneyland Adventures on Kinect.
The campaign, designed by UM London’s Ideation team with ad sales and promotions team Disneymedia+ UK, will include experiential events, presence on TV, digital and mobile platforms, as well as engagement through retail, social media, print and OOH, bringing the magic of the game to life.
Rory Behrman, Ideation director at UM London, said: “We are pleased to be working with Xbox on such a high-profile campaign, and this deal encapsulates what UM’s ideation team is all about – thinking beyond media. It’s not often you can open up a new retail channel for your client through the media deal you have delivered.”
Activities begin with Xbox’s sponsorship of the Disney On Ice presents Worlds of Fantasy Autumn UK & Ireland tour and will continue with Disney On Ice presents Princesses & Heroes throughout March and April 2012, with venues featuring experiential hubs equipped with Xbox Kinect stations. Here will also be Kinect Disneyland Adventures themed celebrations at Disney Stores across the UK throughout November. Sponsorship activity will occur across all Disney TV channels (Disney Channel, Disney XD and Disney Junior), together with print advertorials in Disney magazines.
The entire campaign will be supported through a microsite hosted on Disney.co.uk featuring interactive games, content from Disney On Ice as well as detailed information about Kinect for Xbox 360 and Kinect Disneyland Adventures. To drive engagement with the website, hosted competitions will offer hundreds of prizes ranging from Disney Store vouchers to family holidays.
Stephen McGill, director of Xbox and entertainment for Microsoft UK, said:
“We are thrilled to be working with Disney on this project. Kinect: Disneyland Adventures brings the magic of Disney straight into the living room and we are excited that Disneymedia+ has been able to showcase this through so many of their properties in such an integrated and innovative way.”