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As I have already reported, Hannah Montana (the hit Disney Channel Original series) which has been viewed in more than 23 million homes across Europe is coming to mobile phones – to coincide with the recent launch of the blockbuster movie, Hannah Montana: The Movie (on May 1st 2009).
In addition to this, Sainsbury’s (one of the top supermarket chains in the UK) is distributing a series of gift cards throughout 600 stores in the UK for £5.99. Customers receiving the gift card will be able to go online to download feature games, screensavers and ringtones.
“Hannah Montana is a worldwide phenomena with a passionate fan base for whom mobile phones play a big part in their life. Bringing the mobile content to retail in a tangible product is a great way for the consumer to find the content they are looking for whether they are buying for themselves or as a gift for a fan.” said Sunil Gunderia, vice president, head of mobile for Disney Interactive Studios, Europe. “The Hannah Montana bundle pack is fantastic value offering fun games and the ability to personalize your phone all at one great price.”
Yvonne West, Manager of Gift Cards at Sainsbury’s added: “We are delighted to be the exclusive retailer of Hannah Montana mobile gift cards. We are confident that the combination of an on shelf product and the mass market appeal of Hannah Montana is an important step forward for mobile content distribution and retail will play a key part in this sector going forward”
This kind of multi-medium marketing, linking a number of verticals, is where we can expect to see Mobile advertising and online/offline retail going – in my view, a very good example of how things can work when all the thinking for a given proposition is ‘joined up’.
If you want to read more about Disney Interactive Studios, you can go here.
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
