Celebs on board for Alice push

Disney Interactive Studios is planning to work with stars from upcoming movie Alice in Wonderland in order to promote the accompanying video game.

The publisher is once again joining forces with Disney’s Hollywood arm, following the successful collaboration between the teams when marketing last week’s release The Princess and the Frog.

As part of this, the firm is in discussions to support its campaign from celebrities that appear in the film, which stars the likes of Johnny Depp, Helena Boham Carter, Anne Hathaway and Stephen Fry.

DIS’ marketing manager Steve Woodward said: We are working particularly closely with Disney’s theatrical PR team and will hopefully have access to the cast of the film.”

Marketing efforts for the game will be heavily targeted at the film’s audience, with trailers appearing in cinemas nationwide before showings of Alice in Wonderland.

The game will also be promoted during trade activity with a range of non-traditional outlets, such as clothes and toy stores, tying in with the other merchandising initiatives that have been planned around the movie’s release.

There will be competitions and editorial coverage in a range of specialist and kids’ print publications in order to engage with a more traditional gaming audience.

Online, there will be a social media campaign running through Facebook, as well as a bespoke section on the official Alice in Wonderland website dedicated to the game.

Alice in Wonderland is certainly not your typical movie game tie-in,” added Woodward. With the additional weight of the rest of the Walt Disney Company behind the property, retailers can expect a stellar performance when this title hits shelves next month.”

Alice in Wonderland will be released for Wii and DS on March 5th.