Shared experience brings Disney consumers together

Disney Channel created its biggest ever summer campaign centred on experience, with 37 kids and their families being flown to Hong Kong Disneyland

e4m by Deepika Bhardwaj
Published: Aug 3, 2012 9:25 PM  | 4 min read
Shared experience brings Disney consumers together

 “It all started with just a small idea of flying a lot of people together to Hong Kong Disneyland,” said Bikram Duggal, Director Marketing, Walt Disney Television International India candidly expressing his own surprise on Disney Channel’s summer campaign ‘Jet Set Go’ surpassing everyone’s expectations. Surprise is obvious as the idea turned into a campaign that touched more than six million people, had winners representing 24 cities across India, got celebrated in the skies with a complete Boeing 737-800 of Jet Airways wrapped exclusively for it, made dreams of 37 winners and their families come true and left many more with memories to cherish for life.

Keep it simple and sweet
When it comes to kids, it can’t be complicated – no codes, no SMSes, no waiting lines – Disney’s Jet Set Go campaign asked kids to just give a missed call on a number whenever they saw the animated aircraft flying across their television screens. A winner was declared everyday and the momentum continued for 30 days, extended to four more days on the basis of response. The campaign saw parents and kids coming together in a bid to make it to Disneyland.

“For us at Disney Channel, we are constantly looking at concepts of wholesome family entertainment and converting them into memories that can be cherished. Summers are an important period for us and this is an opportunity to create experience where children are at heart of it but extended families are also involved and to an extent gratified,” said Vijay Subramaniam, Executive Director, Disney Kids Network. In a chat with exchange4media, he also explained how the campaign this year has been different for Disney and initiatives taken by the channel to maximise the amplification. Devika Prabhu, Director Programming, Walt Disney Television, International India shared how innovative content around the campaign added to the whole experience.

Creating buzz

Jet Set Go campaign saw coming together of three key stakeholders – Disney Channel, Hong Kong Disneyland and Jet Airways. “Disney is all about telling great stories, creating fun products and delivering memorable family experiences. All our campaigns are measured on these three objectives. Fortunately, through Jet Set Go all these three engines came together to deliver real touch and feel of the brand and it’s been a collaborative effort,” said Duggal talking about the idea behind the campaign.

The entire marketing initiative revolved around creating buzz for this partnership. TV promos made sure kids were excited about going to Disneyland and a constant communication publicised partnership with Jet Airways and unveiling of the special plane. Digital medium of both, Jet Airways and Disney Channel amplified the initiative on social media while innovative OOH campaign with a real blimp (floating airship without an internal supporting framework) of the branded aircraft took on huge hoardings in busy areas. The contest also created promos celebrating winners region-wise once entries from every nook and corner of the country started pouring in.

The unforgettable experience
Jet Set Go campaign came to an end with 37 kids and families flying to Hong Kong Disneyland for a two-day trip. Starting from the branded aircraft unveiling to meeting real stars such as Nikki, Karan and Kabir at Mumbai airport, from Jet Crew specially welcoming the 37 wonder stars on board the flight to breakfast with Mickey, Minnie, Daisy, Goofy, Pluto, the initiative ensured magical experience for its little viewers throughout the journey.

“We could have flown each winner and his/her family at their own convenience but the idea was to bring together everyone as one big family. These families became friends on the trip and we are sure the memories that they have taken back will last for years to come,” shared Duggal. The experiences trail continues as the entire trip of the winners has been captured for a special programme to be aired on Disney Channel.

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