Disney channel has launched an extensive campaign to create awareness for its upcoming new show, ‘Disney Q - The Family Mastermind’. ‘Disney Q’, which is all set to reinvent the ‘Mastermind’ format, will see Benjamin Gilani as the host and will have kids and families contest against each other to win the coveted title of India’s Smartest Family.
The channel has devised the marketing campaign around the theme ‘how much do you want to know’ and has taken it across different media platforms. The channel has allocated around 60 per cent of its marketing spends on television, 25 per cent on social and digital and the rest on an extensive out of home campaign. The campaign will be spread over a period of two months.
Commenting on the marketing campaign, Bikram Duggal, Director – Marketing, Kids Network, Disney UTV stated, “The quiz show that we are launching will be different in terms of positioning since it involves wholesome family participation. This will also lead to entire family engagement. Hence, we have also designed the marketing campaign to be engaging and help build curiosity around the show.”
The show will be promoted across high reach channels. Disney has embarked on a digital campaign for the new show from February 15, 2013. The campaign aims at enhancing connect with the intelligent tech-savvy audience through the digital platform. The channel has launched a downloadable quiz app, ‘Disney Q Challenge on Mobile’, with the concept of ‘your subjects, our questions’. The application is a portable extension of the show that enables masterminds test themselves further in their favourite subject, and simultaneously creates a community which breeds on healthy competition. The leadership board will constantly keep track of one’s progress, and users will be given the option to challenge others to beat their scores. The app will be showcased during the show, and viewers can give a missed call to receive the download link for the app. The app is being developed for all leading platforms such as Android, iOS, Blackberry and Facebook.
On social media, a new theme will be set on Facebook every day and the questions will be based on that particular theme. A contest, titled ‘Things smart families do’ on Facebook will encourage parents to take their kids to interesting places that provide unique experience. There will also be regular show updates, along with a feature that lets kids and families key in their birthdays and get a list of each and every historic event associated with that date.
The channel will also engage the Twitter audiences with key influencers or opinion leaders on various subjects such as cricket, fashion, lifestyle, social media and more. People can ask interesting questions and also ask their followers to send in similar questions throughout the day. The most interesting questions will win prizes.
“The entire idea of the campaign is to create conversations around the show apart from traditional media and make it clutter breaking,” added Duggal.
Disney will also undertake an innovative out of home campaign, which will include partial digital billboards. These billboards will have questions that will change after a particular interval of time and will be placed across Mumbai. The OOH campaign, which will span over a period of 10 to 15 days, will commence from February 27 or February 28.