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.