As part of the promotion and barter deal with Disney, the dot-com broke a 30-second cable TV spot the same day. The effort includes a sweepstakes with a grand prize of a 25-person family reunion at Walt Disney World in Orlando.
For CMGI-funded MyFamily.com, Disney is a logical partner. Add Winnie the Pooh and Tigger to the mix, and it's a "perfect fit," said Jill Braff, VP-marketing for the site.
"The Tigger Movie" is unlikely to be a blockbuster, however. It's a comparatively small Disney animated release, appealing to a narrow target of children ages 2 to 5 and their parents, said a movie marketing executive familiar with the film.
The spot, from MyFamily.com's agency Deutsch, Marina del Rey, Calif., begins and ends with the site's logo and includes a trailer from the movie, which centers on Tigger's search for his own family tree "under every oak and maple in the Hundred Acre Wood."
"Disney means family to a lot of families out there," said Ms. Braff, "and because Tigger is literally searching for his family, we think it's a great alliance for us."
Disney declined to comment on the partnership, which Ms. Braff described as a "barter" agreement.
The spot, which runs through February on cable channels such as Fox Family Channel, HGTV, Lifetime and Nickelodeon, is part of MyFamily.com's larger, $10 million TV campaign that launched in January. The spot isn't running on the Disney Channel.
The family site's advertising focuses on the "human, emotional element" instead of the "irreverent" approaches used by many other dot-coms, Ms. Braff said.
Sweepstakes to Pump Traffic
The promotion featured in the new TV spot aims to drive traffic to the site with the sweepstakes offer, which runs through March 31. In addition to the trip to Disney World, other prizes include home computer packages and Tigger merchandise.
MyFamily, the flagship site in a network that includes Ancestry.com and FamilyHistory.com, ranked 19th overall in page views in December with more than 136 million page views, according to Nielsen/NetRatings.
In addition to member acquisition, Ms. Braff hopes the partnership will create excitement among existing members, 70% of whom said they are planning or would like to plan a family trip to Disney World.
"Everyone loves Tigger. It not only has kid appeal, but whole family appeal," Ms. Braff said.