Disney XD thrills kids with its consumer outreach

Introduces first-of-its-kind marketing innovation designed by graduates from NID, IIT Powai and Disney's creative team

BestMediaInfo Bureau | Delhi | February 10, 2012

Disney XD has introduced a first-of-its-kind, three dimensional remote controlled model of Disney XD's lead character Kick Buttowski - Suburban Daredevil as part of its consumer outreach programme in select markets across the country. A team comprising the best-in-class minds in design and robotics --- graduates from National Institute of Design (NID) and robotics students from Indian Institute of Technology (IIT) Powai, have created this unique model under the supervision of Disney's creative team. Their unique creation – a remote controlled life size model of Kick Buttowski on a skateboard is making appearances at malls across 10 cities in the next few weeks.

“Interactive experiences that connect with kids and families at multiple-levels have always been the centerpiece of our marketing activities. This first-of-its-kind innovation complements our recently launched language feeds in Marathi and Bengali which is a first for a kid's channel,” said Bikram Duggal, Director Marketing, Walt Disney Television International India.

“Our consumer campaign with the moving Kick Buttowski and popular action superhero Spiderman on the back of a strong content push is already showing an upswing in the reach and GRPS of Disney XD in Hindi Speaking Markets (HSM),” he added.

This life like model skates unaided by itself towards kids, catching them by surprise and giving them a true Disney XD 'moment' of action comedy and adventure, all at once. The 3D model grooves to the music from the series soundtrack and has been worth catching at malls across the country.

The marketing team at Disney wanted to create a truly unique, memorable and world class experience of Disney XD for kids. The NID and IIT graduates were tasked to bring alive Kick Buttowski in the form of a life-sized action figure, keeping in mind his persona and physical traits, and add some fun and surprise element for kids and their families. This element of surprise gave birth to the idea of making him move around in the mall atrium and follow kids. This was made possible through the inputs of robotics students from IIT Powai who worked to attach a special motor with a remote control allowing Kick to tail kids around him on his skateboard.

Disney XD continues its prolific run as a leader in the South markets and has shown increasing traction in the Hindi Speaking Markets (HSM). The first channel to launch a six language feed, Disney XD recently announced the launch of Bengali and Marathi feeds to consolidate its presence in the north markets.

Info@BestMediaInfo.com

Info@BestMediaInfo.com