Disney fans have the chance to share the spotlight with a top kids’ band, thanks to lunchmeat brand Land O’Frost.
The brand began its game, called Sing with a Disneymania 5 Star!, yesterday with instant-win pieces in 8 million packages. The top prize is a trip for four to Los Angeles or Orlando, FL to perform on-stage with one of the bands featured on Walt Disney Records’ newest compilation CD, Disneymania 5.
Another 2,000 first-prize winners get a Disneymania 5 CD. All the game pieces in Land O’Frost Premium deli meat packages carry a code for one free song download from Disney.
Land O’Frost supports the campaign with a national FSI dropping on May 6, an ad in Family Circle Magazine as well as P-O-P displays. Langston Communications, Atlanta, handles.
The brand’s last tie-in with Disney boosted product shipments 60%, said Stephan Williams, director of marketing for Land O’Frost. That effort, which ran in 2005 for back-to-school season, featured discounts on two DVDs from Disney Home Entertainment Group, Tarzan 2 and Lilo & Stitch, and a sweepstakes with an African safari as the grand prize. Since then, a holiday 2006 tie-in put a coupon book in Land O’Frost packages, with $20 in savings on Disney DVDs, CDs, games and items from Disney Stores. Langston handled those campaigns, too.
The latest CD in the tween-friendly Disneymania series hit stores on April 4 with artists including The Cheetah Girls, T-Squad and Miley Cyrus. Disneymania 5 debuted at No. 14 on the Billboard Top 200 chart and No. 1 on Billboard’s Top Kid Audio chart.
Disney has sold 3 million Disneymania CDs since launching the line in 2002.
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