CAMPAIGN: Disney adds education slant to musical DVD

High School Musical - the story of two pupils who transgress their school cliques to find true love - is one of Disney's most successful made-for-TV movies of all time, grossing £25.7m.

Campaign High School Musical DVD
Client Buena Vista Home Entertainment
PR team In-house, Wired Publicity (broadcast), Consolidated Communications (print), Lime Promotions and National Schools Partnership (educational marketing)
Timescale October-December 2006
Budget Undisclosed

To support the film’s DVD release in December, Disney’s UK home entertainment arm, Buena Vista, turned to Wired Publicity and Consolidated Communications, plus Lime Promotions and educational marketing agency National Schools Partnership.

Objectives
To exploit the momentum created by Disney for the release and continue to build the franchise. To saturate the pre-teen market and make the DVD a ‘must-have’ for Christmas.

Strategy and Plan
The PR team placed interviews with the film’s stars, including Monique Coleman, Corbin Bleu and Ashley Tisdale, in national and core pre-teen press, including Cosmo Girl, Girl Talk and Sugar. This was backed up with feature placements, consisting of step-by-step guides to the film’s big dance numbers.

Meanwhile, National Schools Partnership created High School Musical-themed educational resource packs for primary schools to use in their PE lessons.

Measurement and Evaluation
Interviews and features appeared in the Daily Mirror, Daily Record and the pre-teen magazines targeted. Broadcast highlights include BBC Radio 7’s Big Toe Show, Radio 4’s Front Row and Radio 1’s Edith Bowman Show.

Coverage of the alternative PE lessons for schools appeared in London’s Metro, the Birmingham Mail and Newsround.

Results
The DVD was ranked the seventh biggest seller of 2006. Buena Vista will not release exact figures, but says the DVD achieved sales equivalent to what it expects for a film that made £25m at the box office.


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