face-to-face Bobi Carley
Commercial Director, Disneymedia+ UK & Ireland
Tell us about Disneymedia+ UK &
Ireland It’s been just over a year since Disneymedia+ launched in the UK & Ireland last March, and we’re thrilled to be celebrating this milestone. We continue to go from strength to strength. As the integrated ad sales and promotions
operation of Disney UK & Ireland, the Disneymedia+ team provides creative and innovative promotional solutions to trusted brands and licensees – spanning the breadth of the company’s portfolio and platforms –both amplifying and extending business opportunities.
What exciting opportunities lie ahead for trusted brands and licensees to work with
with shows including the newly-launched sitcom, “Jessie”. New social game, Superbia offers up opportunities for trusted brands to get involved in the fun online world which is inspired by Disney Channel’s hit shows and popular characters. Launched in January of this year, Superbia is aimed at creating a safe place for girls aged 6 to 14 to play in digital areas themed around series such as “Good Luck Charlie” and “A.N.T. Farm”. Disney XD – a hit with boys – consistently
Disneymedia+? Coming up, there are so many great opportunities for creative and innovative Disneymedia+ campaigns – from the action- filled Marvel content with “Marvel’s Avengers Assemble” and “Iron Man 3” due in 2013, to Tim Burton’s “Frankenweenie”. There is a wealth of great content to team up with across our platforms, with hit programming on Disney Channel, Disney Junior and Disney XD. Disney Channel continues to lead the market as the current #1 pay TV channel,
delivers content they love, such as “Phineas and Ferb” and live action favourite, “Kickin’ It” whilst Disney Junior, which launched in the UK back in May 2011, is now the #1 preschool pay TV channel and attracted more than 4 million viewers in the last quarter alone. A third season of the smash- hit series, “Jake and the Never Land Pirates” has just been green-lit by Disney Junior UK, due for 2013. With the increase in digital activity in all campaigns these days, there are several exciting opportunities through Disney Mobile’s chart-topping apps such as “Tap Tap Revenge” and “Where’s My Water?” and Playdom’s high-quality social games.
Can you talk us through the past year and a few highlights from Disneymedia+ UK & Ireland since
• Recently, as part of their Spring activity for My Clippy, Flair sponsored Disney Channel’s “Get the Look” show for six weeks. Activity included a My Clippy microsite which featured activities and competitions
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In February 2012, Cravendale teamed up with “The Muppets” theatrical release for a unique and fun campaign, which included a specially-created commercial featuring Kermit the Frog and Pepe the Prawn. Within the campaign, we worked with one of our key publishing licensees, Panini, to create a bespoke “The Muppets” activity magazine for a retail overlay with ASDA
•
Elsewhere, a Smyths Toys Superstores sponsorship of mornings on Disney Junior has just wrapped up, whilst a NIVEA Sun and Disney Junior’s “Jake and the Never Land Pirates” campaign kicked off before Easter. The interactive initiative included on-air competitions and a NIVEA Sun microsite
launch? The Disneymedia+ team has worked hard to create fully customised and integrated campaign activity, connecting relevant and trusted brands and licensees to Disney’s many properties and assets, engaging a diverse range of audiences through the strength of our characters, storytelling and heritage.
• Launched in Autumn of last year, we worked with Xbox to develop a fantastic campaign which was supported right across the breadth of our company – from experiential activity at Disney On Ice shows to on-air sponsorship, Disney.
co.uk and a Disney Store event
It sounds like it’s been a busy
year! It’s undoubtedly an exciting time. With Disneymedia+, the possibilities really are endless and ultimately, we see that remarkable relationships can create magical results.
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