Disney Store’s across the UK launch the Share in the Magic campaign for Christmas 2013
As part of its Christmas 2013 campaign, the Disney Store launched the ‘Share in the Magic’ charity appeal, with the aim of donating thousands of soft toys to children’s charities across the UK.
The ‘Share in the Magic’ campaign invited guests in the lead up to Christmas to visit Disney stores across the UK, write a letter to Santa and post it into ‘Mickey’s Magical Postbox’. For each letter to Santa posted into the magical postbox, Central London based Disney stores donated a soft toy to a child at Great Ormond Street Hospital, with other nationwide Disney Stores donating soft toys to a variety of local children’s charities.
To launch the Share in the Magic charity campaign and gain maximum exposure across a variety of media.
Manage celebrity and media at an in-store event organised to launch the campaign and secure immediate online and print coverage for the launch, highlighting the share in the magic campaign.
Gain coverage for the Disney in-store activity that takes place throughout the year, highlighting the interactive and experiential elements of the stores.
Originality and Creativity
The originality of this campaign was in the division of its various elements. PHA identified three key areas of the campaign to focus on to achieve press coverage: the celebrity attendees at the launch event, Mickey and Minnie’s appearance at the launch event and the in-store experiential activity.
We were able to create different news angles and hooks for the media using the three elements. This ensured varied coverage whilst also maintaining the correct messaging regarding the share in the magic campaign.
Strategy and implementation
PHA worked alongside the Disney in house team to invite a number of entertainment photographers to the event to capture the celebrity arrivals to be sold-in to the press for the following day. PHA also managed exclusive access photographers who photographed the celebrities inside the event and their families interacting with Mickey and Minnie.
PHA also invited key broadcast and print journalists to the event to act as working media reporting on the event.
In addition, in the weeks post campaign launch we invited key parenting bloggers and their families for private in-store experiences to promote the share in the magic campaign and year round in store experiential activities.
Results and evaluation
The campaign was extremely successful, with thirty five pieces of coverage achieved across national, broadcast and online media. This included features for the campaign and coverage of the launch event in Hello! and OK! Magazines, the Daily Express, Daily Star, Daily Mirror and the Mail Online.