Disney.com partners with Walmart for new online promotion

Moms, tweens and teens have the opportunity to “rock out” with Disney.com and Walmart. The two powerhouse brands have created a unique online promotion tied to Disney’s U Rock 2, a user generated content event that invites fans to create their own music videos set to songs from popular Disney artists and post their original videos on Disney.com. This integrated promotion created by Disney.com brings together the music of U Rock 2 with Walmart’s popular new teen home furnishings line, “Your Zone.” The Disney Media Sales and Marketing team worked with Walmart on the U Rock 2 sponsorship to create a comprehensive multi-platform promotion that, in addition to the exclusive online offerings, includes television spots on Disney XD and print ads in Disney FamilyFun magazine. All media will drive traffic to the Disney.com/rockout microsite. “U Rock 2 is our marquee summer event on Disney.com, and we’re thrilled to have Walmart on board as the key sponsor,” stated Paul Yanover, EVP and Managing Director, Disney Online. “’Your Zone’ is a great fit for the U Rock audience.” The “Your Zone” line includes bedding, décor, and furnishings designed to be expressive and energetic, inspiring tweens and teens to create a space that expresses their evolving personality. “’Rock Out Your Zone’ is a great example of how we can uniquely leverage the broad reach of the Disney brand across multiple platforms, particularly in reaching tweens and moms,” stated Tricia Wilber, EVP, Disney Media Sales and Marketing. U Rock 2 invites fans to create their own music videos set to songs from popular Disney artists and upload their original videos on Disney.com (www.Disney.com/urock). The most popular U Rock video finalists, voted on by fans, will win the ultimate rock star experience including a trip to Los Angeles, an in-studio “take over” at Radio Disney, a visit to the set of a Disney Channel show, and more. This is the second annual U Rock event on Disney.com. In 2008, thousands of fan videos were uploaded and millions of fans rated and commented on their favorite videos. New this year, fans will be able to watch and vote for their favorite videos via mobile phone.