LPWire: DIS Online Launches Interactive Promotional Campaign To Support ABC TV's Fall Line-Up
Disney Online Launches Interactive Promotional Campaign To Support ABC's Fall Television Line-Up
Campaign Offers Advance Information on ABC Shows and Opportunity to Win Guest On-Air Appearance on 'The Wonderful World of Disney'
Disney Online, which produces the No. 1 kids and community
family online entertainment destination ( www.disney.com
The campaign includes:
- "Mushu's Dish"
A weekly e-mail newsletter series for families in which Mushu uncovers insider secrets and divulges undisclosed facts about the fall programming. Each newsletter will provide a clue, which when combined will allow recipients to enter the "Trip Thru TV Challenge." - A Trip Thru TV Challenge
Using the clues provided by Mushu, participants can try to solve ABC's Prime Time Puzzle. Those who complete the challenge are entered for a chance to win an all-expense paid vacation to California. The winner, along with his/her family (up to four guests), will spend four days and three nights touring The Walt Disney Studios and vacationing at the Disneyland Resort. They will also receive a once-in-a-lifetime opportunity to appear in a special segment of "The Wonderful World of Disney." The challenge launches today at www.disney.com/abc and runs through September 23, 2002. - Disney.com/ABC
This minisite is the online home for "Mushu's Dish" and A Trip Thru TV Challenge. The site offers additional information on the ABC programs and also includes the content "clues."
Disney Online draws a very large family audience and we believe this information about ABC's strong new family line-up will be of great interest to them," said Ken Goldstein, executive vice president and managing director of Disney Online. "We were eager to support the Network's launch efforts and thought it would be fun to add a touch of Disney magic to help kick-off the new season."
The online campaign also includes media placements on FamilyFun.com and ESPN.com.
This season, ABC Entertainment's programming philosophy mirrors one that the network has embraced in years past -- inclusive comedies (ones targeted at young adults but that the entire family can watch) from 8:00-9:00 p.m.; more adult comedies and escapist dramas from 9:00-10:00; and more provocative dramatic fare and hard-hitting newsmagazines from 10:00-11:00. This "programming footprint" plays to the historic strength of ABC, and is one that viewers have come to expect from the network.
One of the key components of this new programming strategy is the creation of a horizontal block of programming in the 8:00 p.m. hour Monday through Friday. Deemed "ABC's Happy Hour," this block is comprised of broad, inclusive programming targeted to entertain. With "The Drew Carey Show" and "Whose Line Is It Anyway?" on Mondays, "8 Simple Rules ... " and "According to Jim" on Tuesdays, "My Wife and Kids" and "George Lopez" on Wednesdays, "Dinotopia" on Thursdays and "America's Funniest Home Videos" on Fridays, "ABC's Happy Hour" is a cohesive, horizontal block of programming with broad appeal.
--Posted July 29, 2002
Source: Disney Online