Hannah Montana: The Movie

While the phenomenal hype surrounding the High School Musical movie trilogy has largely come and gone, there is one Disney teenage franchise that is still going strong. Making its debut in 2006, Hannah Montana has easily matched the success of its Grease-esque counterpart, and is set to improve on this further.

The franchise is built around the story of a fictional character Miley Stewart, played by Miley Cyrus, who leads a double life: by day, she is an ordinary high school student, but at night she is the pop sensation known as Hannah Montana. The show is one of the highest ranking programmes made for girls aged eight to 12 across all UK channels.

The third series has just launched on the Disney Channel, boasting a new look for the teen superstar. Her first two albums, released under the Hannah Montana licence, have both gone gold in the UK, and The Climb, the latest single from the upcoming Hannah Montana: The Movie, has debuted at No.6 on the U.S. Billboard Singles Chart – the highest ever position in the US for Miley Cyrus to date.

With triumphs such as these under Disney’s belt, the stage is set for the inevitable success of the official video game for Hannah Montana: The Movie. Launching alongside its silver screen source material, the game follows the events of the film and allows Hannah’s fans to experience the life of being a pop star struggling to lead a normal life when the spotlights are turned off.

“There is a lot of Hannah Montana buzz our there,” says Disney’s marketing manager Burcin Ergin. “The latest series has been supported by a massive above-the-line campaign.

“There are a lot of publicity and marketing activities planned around the launch of the film from our Studio group coupled with our marketing campaign. We think the game is bound to be a hit with tween girls.”

Following the premise of the show, the game’s plot tells us that the only people that know Miley Stewart’s superstar secret are her family and her best friend Lilly. As juggling school, friends and her secret life as a celebrity starts to take its toll, Miley finds herself forced to choose between her real life and that of her alter-ego.

To help clear her head, her father takes her home to Crowley Corners, Tennessee, hoping that getting back to her roots and the hometown she left behind will put everything in perspective for her.

The result is an adventure that sees Miley discovering whole new ways to appreciate both of the lives she leads.

Players assume the role of both Miley Stewart and Hannah Montana, experiencing the complexities of having a dual life for themselves. As they explore key locations in Crowley Corners and the surrounding areas, gamers will stumble upon tasks and challenges that allow them to realise their dreams of becoming their teen idol.

As you would expect, the Hannah Montana sections revolve around the world of music, with fans’ aptitude for music, singing and dance put to the test.

Successfully completing activities unlocks new tracks, accessories and concert venues, with the ultimate goal of taking to the stage as Hannah herself.

MILEY HIGH
Meanwhile, Miley’s role in the game is considerably more down to earth. Fans will discover her rural origins as a Tennessee farm girl, exploring her world and reuniting with her old friends.

In addition to the more pop-orientated content, they can even unlock outfits for Miley and Hannah’s wardrobe, allowing them to customise the characters to suit their own tastes.

As the biggest property Disney is releasing this quarter, Hannah Montana will be subject to a substantial marketing push, conveying the game’s message to the series’ sizeable established fanbase.

A three-week TV campaign will run throughout May, targeting girls with ads revolving around the iconic character. As part of this, on air competitions will be held on the Disney Channel across May and June.

A print campaign will run in Disney Girl and Hannah Montana Magazine during May and June, supported by features in targeted publications, trying to bring fans closer to the world of Hannah and Miley.

There will also be reviews and competitions across national and regional press, and an extensive PR campaign targeting tweens, fans of Hannah and their parents.

Online, the game will get plenty of exposure on various Disney websites and newsletters throughout May, as well as eye-catching ads appearing on key girls’ websites.

There will be game demo pods appearing in Disney stores around the country, as well as a few pods appearing at screenings of the movies at key cinemas, where there will also be competitions to win the game and related merchandise.