Text Message Marketing Made Easy!

Disney’s Newsies taps mobile advertising to promote Broadway musical

Newsies

Disneys Newsies is using mobile advertising to promote its Broadway show and let users get a sneak peek of the musical via YouTube.

The company is running the mobile advertising campaign within Pandoras iPhone application. A campaign such as this is a great way to ultimately bolster tickets for the show.

Normal
0

false
false
false

EN-US
JA
X-NONE

/* Style Definitions */
table.MsoNormalTable
{mso-style-name:”Table Normal”;
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:””;
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:12.0pt;
font-family:Cambria;
mso-ascii-font-family:Cambria;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Cambria;
mso-hansi-theme-font:minor-latin;}

While it is great for Disney to promote
the Newsies musical by giving a link to YouTube for a preview, there are quite
a few more things that would really enhance this ad being placed on Pandora,
she said. For instance, if they were to have a mobile marketing landing page
that had the video from YouTube inserted along with a few actions like where to
purchase the tickets, where the musical is playing and with directions, the ad
would be much more ROI oriented.

find a job for you

With the ad clicking straight to You Tube,
there is the ability to like and share the video, but if a consumer were to watch
the preview and be interested, in the moment, they would have to exit YouTube
and search for locations as well as a separate search for where to purchase
tickets.

Ms. Troutman is not affiliated with Disney.
She commented based on her expertise on the subject.

Normal
0

false
false
false

EN-US
JA
X-NONE

/* Style Definitions */
table.MsoNormalTable
{mso-style-name:”Table Normal”;
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:””;
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:12.0pt;
font-family:Cambria;
mso-ascii-font-family:Cambria;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Cambria;
mso-hansi-theme-font:minor-latin;}

Disney did not respond to press inquiries.

Newsies campaign
The Newsies mobile ad reads Disneys Newsies the Musical. See More.

When consumers tap on the ad, they are automatically taken to Disney on Broadways YouTube page where they can browse videos of the show.

For example, users can view a sneak peek of the musical or check out the cast performing on The View.

Although the campaign does not feature a commerce element, the company is aiming to increase foot traffic for its show.

By taking users to its YouTube page, Disney is giving them a glimpse of the musical instead of having them search what the show is about.

Mobile advertising is an effective way for companies to connect with new and existing customers on a deeper level.

Additionally, this campaign is a great way for Disney to increase awareness for its Broadway show.

Mobile awareness
Disney has been making a name for itself in the mobile space for a while now.

In 2010, The Walt Disney Co. ran a sophisticated mobile strategy that incorporated applications to create buzz for upcoming movie launches (see story).

Earlier this year, Disney took out a page from the Angry Birds playbook, and introduced a line of licensed merchandise based on a mobile-first brand, the game Wheres My Water? (see story).

Most recently, in a national TV, print and out-of-home advertising campaign, Disney showcased its Disney Mobile Magic App mobile application and included a prominently placed mobile call-to-action to encourage downloads (see story).

Normal
0

false
false
false

EN-US
JA
X-NONE

/* Style Definitions */
table.MsoNormalTable
{mso-style-name:”Table Normal”;
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:””;
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:12.0pt;
font-family:Cambria;
mso-ascii-font-family:Cambria;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Cambria;
mso-hansi-theme-font:minor-latin;}

Having an action tied to a click through
on a mobile ad is the benefit of mobile – consumers are on their mobiles and want
to be able to have the actions right at their fingertips for a quick follow through,
Ms. Troutman said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York


Comments are closed.