Disney Online has enlisted the marketing and distribution support of Microsoft Network to launch Disney's Daily Blast. The ad-supported Internet subscription service for kids is slated for a late April launch.
MSN will make Disney's Daily Blast a branded channel on its service. The pact makes MSN the exclusive carrier of the service among online networks for 10 months, after which Disney will most likely pursue multiple online partners.
MSN REVISING MARKETING
MSN will support by revising all marketing communications--including TV, print and direct mail advertising--in late may to reflect carriage of Disney's Daily Blast. Microsoft's agencies are Anderson & Lembke, San Francisco; Grey Direct, Seattle; and Wieden & Kennedy, Portland, Ore.
"We want to launch Disney's Daily Blast in a profound way," said Jeff Sanderson, MSN's general manager of marketing and business development. "This is the kind of quality programming that's going to get people online," he said.
Disney plans its own ad campaign for late spring, with creative handled in-house and media purchased by Western Media International, Los Angeles. The subscription will cost $4.95 per month and can be ordered via Disney's corporate Web site.
The package also includes access to a revamped version of Family.com, formerly a Web site that utilized content from FamilyFun and Family PC but customized for local markets by tapping content of parenting publications. Now, that service will be branded Disney's Family.com and available only with the subscription.
Beginning April 9, the service will be "sneak previewed" for two weeks to 10,000 families. Consumers will be able to register beginning this week through http://www.disneyblast.com.
Advertisers on the services will get their logo in a box on the bottom right side of the screen. "We will be extra sensitive in our ad efforts, since the consumers we're talking about here are kids," said Jake Winebaum, president of Disney Online.
Copyright March 1997, Crain Communications Inc.