Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
I love watching Disney do its youth marketing thang because it does it so darn well. Seeing that its audience was starting to skew towards girls (that whole Disney Princess thing might have had something to do with it), Disney has launched its new Disney XD cable channel, and accompanying Web site, DisneyXD.com, targeted at boys age 6-14. The Web component is pretty standard in presentation: build your own avatar, play games, win points. But Disney is weaving the online and offline content together with tie-ins such as TV-branded virtual items and 60-second segments on the TV channel spotlighting high-scoring players from the Web site.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in