The two-month campaign is designed in partnership with digital agency Foxymoron and aims to enhance Disney Channel's connect with the intelligent, tech-savvy audience through the digital platform.
Disney Channel has launched a digital campaign on February 15, centred around the launch of its upcoming quiz show - 'Disney Q - The Family Mastermind'. Disney Q is a quiz show hosted by Benjamin Gilani, where kids and families will contest against each other to win the coveted title of India's Smartest Family.
On its Facebook page, Disney has launched a theme-based quiz app which houses questions around topical subjects, where each day, a theme will be set on Facebook and all the questions based on it (for example, Women's cricket or Kumbh mela). Besides, the page will also host regular show updates, along with an exciting feature that lets kids and families key in their birthdays and get a list of each and every historic event associated with that date.
Besides, users can also view the leaderboard to see how many of their friends have better scores and can also invite new friends to join the quiz (https://www.facebook.com/disneyindia/app_340025419436076).
To engage the Twitter audiences, Disney has partnered key opinion leaders from different verticals who pose interesting questions and ask their followers to send in similar questions through the day. The most interesting questions are entitled to win prizes.
Besides Twitter and Facebook, as a part of the campaign, Disney Q will also launch a smartphone application called Challenge on Mobile, with the concept of "your subjects, our questions". The application will enable masterminds to test themselves further in their favourite subject, and simultaneously create a community which breeds on healthy competition. The app will be showcased during the show, and viewers can give a missed call to receive the download link for the app. The app is being developed for all platforms, including Android, iOS, BlackBerry and Facebook.
Describing the idea behind a TV channel engaging with audiences on digital, Bikram Duggal, director, marketing, kids network, Disney-UTV says that this was a strategic gesture behind promoting a quiz show which would be unique in its format. "Disney Q will be a show where the kid along with his entire family can take part and hence we had to establish an audience connect where both families and kids can be involved and thus create curiosity for the show," Duggal states.
Duggal further informs that Disney will also launch an outdoor activity that will involve digital hoardings flashing five to six questions and asking the viewers to find the answers on the show.
"Our ultimate goal with this show is to garner family viewership for our channel and hence our marketing activities also aim to create curiosity for the show among the family members along with the kids," says Duggal.