DISNEY believes that the ‘massive’ marketing plan behind its upcoming High School Musical karaoke title will place it as the perfect product for UK families this Christmas – even amongst those who aren’t yet aware of the mega-selling franchise.
The publisher releases High School Musical: Sing It! next week on PS2, which can be purchased with microphones – or as a solus pack and used with Sony’s official first-party SingStar microphones.
A Wii version will follow the following Friday. Both SKUs feature songs and themes from the franchise, which has spawned movies, TV shows, CDs and DVDs.
High School Musical is the perfect product for any family regardless of their familiarity with the films,” Disney marketing manager Burcin Ergin told MCV.
We have a massive print campaign for this product that includes all key girls’ gaming magazines. Online, HSM is getting plenty of advertising exposure on popular sites that range from Neopets to MyKindaplace, Toonattik to AOL, Miniclip and more.
We also have a really strong TV campaign across all major channels on popular girls’ programmes. Our outdoor campaign kicks of in November on bus shelters; we have vans with digital screens and game pods touring key malls as well as popular concerts like the McFly tour. The game will also promoted in the DVD and CD releases for High School Musical.”
Disney’s PR campaign will hit national broadcast media, newspapers, kids’ media and women’s press.