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Star Ticket Active pres

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Star Ticket Active pres

  1. 1. DISNEY CHANNEL UK STAR TICKET ACTIVE CASE STUDY ROBERT MARKHAM NEW MEDIA MANAGER WALT DISNEY TV INTERNATIONAL
  2. 2. INTRODUCTION  Background information on Disney Channel UK  Introduce the concept of Star Ticket  Star Ticket Active  Star Ticket cross medium support  Key learning’s  Disney Channel’s ETV objectives  Questions
  3. 3. HOW DID WE GET FROM THIS…
  4. 4. …TO THIS?
  5. 5. PRETEND YOU’RE 10
  6. 6. DISNEY CHANNEL UK - INFO  Launched in October 1995  MPX launched in September 2000  Number #1 in Disney homes  The only commercial kids channel UK to not take ads  Disney Channel launched the world’s first dedicated enhanced TV service for kids – Studio Disney Active
  7. 7. STAR TICKET - INFO  Nationwide event  17 week production by Walt Disney Productions  5,000 kids between the ages of 9 & 14 years  More than just ‘Popstars for kids’  Real kid empowerment with Disney magic  Kid interaction was key to the project
  8. 8. STAR TICKET ACTIVE
  9. 9. STAR TICKET - CROSS MEDIUM  Star Ticket was TRULY interactive  Voting over multiple mediums  Telephone  Mobile  The Internet  Interactive TV  Result in ‘real-time’ on the web and ETV  Major online marketing campaign  SMS support through Studio Disney TXT
  10. 10. STAR TICKET WEB
  11. 11. STAR TICKET WEB
  12. 12. STAR TICKET WEB
  13. 13. STAR TICKET TXT
  14. 14. KEY LEARNINGS  Offer a unique concept/application  Resist technical limitations  Allow maximum development time  Book testing slots early  Organise formal sign off process  One team, multiple roles
  15. 15. ETV – WHY DO WE DO IT? 1. Adds value to subscription offer 2. Provides key differentiator & USP against competitive set 3. Cutting edge technology has a ‘cool’ appeal and ‘ages-up’ perceptions 4. ETV applications extend the shelf-life of programmes and movies by reinventing them with interactive functionality
  16. 16. THANK YOU

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