License Magazine - August 2007 - (Page 37) casestudy Wal-Mart is driving the competitive back-to-school business this season with its exclusive and comprehensive licensing program for “High School Musical.” Wal-Mart’s promotional campaign began on July 15 when a two-week All Access Ticket sweepstakes was launched in stores in anticipation of the premiere of “High School Musical 2” on the Disney Channel Aug. 17, as well as the beginning of the BTS shopping season. The offer included chances to win a movieparty backpack as well as a grandprize trip to Los Angeles that includes a $5,000 BTS shopping spree in Wal-Mart with “High School Musical” cast members. A spread ad in People magazine also featured the BTS “High School Musical” promotion. In addition, Wal-Mart committed to a 52-week sponsorship on the Disney Channel that includes dedicated marketing support through in-store promotions, circulars, and the retailer’s in-store programming. The tween demographic market has historically been a challenge for Wal-Mart and other mass retailers that tend to attract a much older customer. However, Wal-Mart and Disney seem to have found a huge opportunity with “High School Musical.” According to Andy Mooney, chairman, DCP, “Tweens is the fastest-growing segment of DCP’s business and we are on track to generate $400 million in 2007 from merchandising programs based on the successful live-action shows from Disney Channel.” In addition to “High School Musical,” the programs include “Lizzie McGuire,” “Raven,” and “Hannah Montana.” Meanwhile, Disney has announced plans for a third “High School Musical” television movie in 2008 and is considering a theatrical release. And Wal-Mart and DCP are already developing strategies for 2008, as it appears that “High School Musical” will continue to grow as a powerful licensing brand. ©
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