The latest example of an integrated marketing deal-but one primarily on the local TV level-is an arrangement between Mazda and five different divisions of The Walt Disney Co.
Disney was also able to bring eight TV station affiliates into the deal, said to be worth, in total, between $5 million and $10 million.
The deal is basically a supplement to the company’s heavy broadcast TV schedule that has been bought for the launch of Mazda’s 2002 MPV minivan.
The Disney properties involved include the ABC owned-and-operated stations in New York, Los Angeles, Chicago, Philadelphia, San Francisco and Houston; Radio Disney; Disney Online; the Disney retail stores; and Disney’s Family Fun magazine. National ads on the ABC Network are not part of the deal.
Supplementing the ABC O&Os are ABC affiliates in Boston; Dallas; Washington; Atlanta; Tampa, Fla.; Miami; Orlando, Fla.; and Baltimore.
The participation of the 14 TV stations was key to the deal, so Mazda could execute a “critical element of the package-the participation of more than 100 local dealerships,” said Kristin Simmons, vice president of marketing for Mazda North America.
Here are the details: In addition to the regular commercials advertising the new vehicle-with the tagline “Body of a minivan, soul of a sports car”-Disney worked with Mazda and its ad agencies, Doner Advertising and Hill, Holliday, Connors, Cosmopulos, to create “promercials” directing viewers to a specially created area on Disney Online, said Cathy Egan, vice president, marketing, research and marketing sales, for ABC Full Circle. ABC Full Circle is a marketing and business development division of ABC National TV Sales. Like its sister entity on the network TV side, ABC Unlimited, ABC Full Circle works with clients who primarily want to buy time on the ABC-owned stations but want to involve other Disney divisions as well.
The special area, at www.mazdasweeps.com, introduces the user to a complete Mazda Raceway land, including puzzles and games. The user is also invited to enter a sweepstakes to win a MPV.
Furthermore, users are enticed to test-drive an MPV at their local dealer. Incentives include a $25 Disney store gift certificate and a limited-edition interactive CD-ROM with specially selected, exclusive Disney-related content.
“We were looking to leverage the assets of Disney and ABC to reach moms with kids, which are an important target for the MPV,” said John Lisko, senior vice president and media director for Doner. “We’re interested in more than just buying spots.”
In the Radio Disney component of the deal, Disney’s radio outlets in the various cities will be promoting special events at the dealerships.