Working Out
The Disney Channel has partnered with My Gym Children’s Fitness Centers to promote the launch of its new show, My Friends Tigger and Pooh.
The kids-only gyms are being blanketed with signage and giveaways to market the show, which airs May 12. Some 300 branded growth charts and sticker books are being handed out during classes at 165 locations through the end of May.
“Parents obviously are familiar with Winnie the Pooh and Tigger and all of those beloved characters,” says Frank Keating, vice president, marketing, The Disney Channel. “This is just a great opportunity for us outside of our network to touch moms and dads, and reach kids in a way we wouldn’t normally be able to do.”
In 25 locations, Disney Channel will host celebration parties June 1-3. At each event, members can invite friends to a free gathering for food, music and gymnastics.
My Friends Tigger and Pooh is a modern-day update to the classic characters Pooh, Piglet, Tigger, Eeyore and Rabbit who live in the Hundred Acre Wood. The show introduces a new neighbor, six-year-old Darby, and her dog, Buster, who help the team of super sleuths solve mysteries.
The CG-animated show will air twice a week during Playhouse Disney, the network’s programming block for preschoolers.
Disney partnered with My Gym, a fitness center targeting kids three months old and up, in part to boost its ongoing message of healthy eating and fitness.
“For us, it’s just the perfect venue to introduce this show and these characters,” Keating says. “It gives us a way to reach families in their world with this whole healthy kids initiative.”
What’s in it for My Gym? The cache of a mega brand.
“Anytime you align yourself with a brand with the quality and stature of Disney, you are doing something good,” says Matthew Hendison, My Gym Enterprises’ chief officer, marketing and entertainment. “This brings not only a positive message and business alignment with Disney, but it’s added value for our customers.”
Online materials support the promotion, which Channel M, Los Angeles, handles.
CAMPAIGN INDEX
FORD MOTOR CO.
Bold Moves Edge Across America Sweepstakes
Ford Motor Co. is giving away 50 Edge vehicles, one in each state, as part of its partnership with ABC’s Extreme Makeover: Home Edition. The automaker is tying in with the show’s theme to remodel a home in each of the 50 states, but instead will award winners with an Edge. One grand-prize winner will receive $75,000 toward a garage makeover. To enter, consumers submit a 250-word essay nominating a person who takes on new challenges and pursues unique experiences to www.edgeacrossamerica.com. The sweepstakes runs through May 20.
Agency: JWT and Exposure Marketing, Inc.
GILLETTE
Stylin’ Summer Sweepstakes
Gillette is reaching teen girls online to promote its Venus Breeze razor and Satin Care shave gel line with exclusive content and an online summer sweepstakes. Satin Care is offering prom-focused editorial with the Ultimate Do’s and Don’ts. And and for its Venus Breeze brand, Gillette is giving teens advice on Finding the Right Guy on partner Web sites, including www.Alloy.com and www.Delias.com. Consumers can also enter for a chance to win a $5,000 shopping spree at www.stylinsummersweeps.com. A sweepstakes overlay at www.venusbreeze.com runs this summer.
Agency: MediaVest Digital Connections and Alloy Media + Marketing
