Visa Teams With Disney in an Integrated 'National Treasure' Campaign
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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.