Visa Teams With Disney in an Integrated 'National Treasure' Campaign
Posted on Friday October 22, 2004
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Visa has come up with a comprehensive, integrated campaign in coordination with Disney's release of 'National Treasure.' Their initiatives will include:
1. A "Year of the Treasure" sweepstakes that gives away a year's worth of card purchases.
2. A themed, online instant win game.
3. Prominent in-film placement for Visa.
4. Distribution of thousands of National Treasure-themed gift cards at both Visa and Disney events.
5. Extensive promotion by Visa financial institution partners, including statement inserts, direct mail, signage and web marketing materials.
I know what you're thinking -- all that for a Disney film? We'll if you havent read it lately, check out this article From the NY Times. Disney is broadening their audience by doing more PG and PG-13 releases, which get a lion's share of the box office:
The incentives are clear. Films rated PG and PG-13 (parental guidance suggested and parents strongly cautioned) drew 75 percent to 90 percent of the domestic box office, compared with 10 percent or less for G-rated, or family, films, among the 20 highest-grossing movies for each of the last four years, according to the Motion Picture Association of America.
We'll soon see if the "emerging Disney formula" works out.
Visa's Holiday Promotion Ties to Disney's Blockbuster 'National Treasure'; Savvy Integrated Marketing Campaign to Rev-up Holiday Sales Season
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