Summers have always held a special significance for kids’ channels owing to the fact that summer programming implies an increase of around 15 per cent to 20 per cent in viewership. With the advent of vacations, players in the kids’ space are keen to garner maximum market share through different activities that will help engage their target audience in every possible manner.
To tap the vacation season, Disney Channel India is all set to launch ‘Jet Set 2’, the second chapter of their earlier campaign ‘Jet Set Go’, which was introduced in the summer of 2012. It may be recalled that last year the channel has joined hands with Jet Airways to fly 33 kids and their families from 24 towns across India to Hong Kong Disneyland.
Elaborating on the core objectives of the campaign, Vijay Subramaniam, Executive Director, Kids Network, Disney-UTV stated, “Through the second chapter, we wanted to bring another magical and a ‘money cannot buy experience’ to the kids and their families. There are two primary reasons why we are going ahead with ‘Jet Set 2’. The first reason is because of the huge popularity that it enjoys and the success in delivering a compelling experience through the perfect amalgamation of right Disney elements. The second reason is because it is important strategically to demonstrate what Disney as a channel stands for.”
‘Jet Set 2’, which has been launched on April 13, 2013 aims to bring back last year’s excitement, coupled with some new elements for greater engagement. According to Subramaniam, Disney Channel India’s philosophy is to provide kid-centric family engagement through the concept of airing wholesome family entertainment.
Disney Channel has added few interesting elements to increase the chances of winning. The channel will have 90 unique numbers to keep the engagement levels up. Kids can refer a friend and earn bonus points both for themselves as well as their friends. One can earn up to 300 bonus points for three successful referrals and the Disney Channel loyal viewers can earn up to 100 reward points for all the previous day’s participation.
Apart from on-air promotions of the property, the channel will also introduce a special branded plane, a ‘Jet Set 2’ inspired designer line by Indian designers and a two-day holiday at Hong Kong Disneyland.
Subramaniam believes that the property is an interesting veneer, which will present holistic opportunities for kids. It is essentially a commitment to create a compelling experience for the viewers and an opportunity to celebrate summer with Disney. The game plan has been kept simple since the property pertains to kids. ‘Jet Set 2’ will run for 30 days, wherein each day one family will be declared a winner.
As part of the game plan, kids can enter by watching Disney Channel from April 13, 2013 for a month and spotting an animated Disney branded Jet Airways aircraft which will appear on the screen. Children can accumulate points each time they spot the aircraft by dialing a toll-free number flashing on the screen, free of cost, and leaving a missed call. Those who spot the aircraft the maximum number of times per day earn the maximum points and at the end of each day, the highest scorer will be announced as the winner on Disney Channel. One winner will be picked each day with the winners and their families going to Hong Kong Disneyland Resort for a two-day Disney experience.