Advertising Industry
Industry: Email Alert RSS FeedDisney hopes virtual park delivers real-world results; Free online game offers passes, prizes to lure tween demo.(News)(Walt Disney Co.)
Advertising Age, January, 2005
Byline: T.L. STANLEY
Looking to break out of its traditional marketing methods with some alternative media, Walt Disney Co. is launching a multi-player online game this spring called Virtual Magic Kingdom intended to drive kids to the real thing.
The move is part of a massive 18-month global marketing campaign tied to the 50th anniversary of Disneyland that aims to build traffic at Disney resorts, which remain below levels seen before Sept. 11, 2001. Disney's push, kicking off in January from Publicis Groupe's Leo Burnett, Chicago, includes a TV blitz that shows its signature characters arriving for a gigantic party. Virtual Magic Kingdom will have a dedicated campaign, as well as exposure in the anniversary-centric media.
The virtual game...
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