Partnering with Disney for the second year in a row, Target Corporation helped launch the 2nd annual National Princess Week. According to In-Store Marketer, the campaign involved an interactive wall where attendees could send a text message and receive a call from a princess, in addition to selling toys and videos.
From the article:
A supporting page on target.com also highlighted Merida while promoting the phone-call offer. Links on the page connected visitors to related products in the website’s e-commerce section. A display ad running throughout April linked to the page. Supporting display ads also ran on consumer websites including disney.com and discovery.com.
Target’s April 21 circular carried a half-page feature promising a free Merida doll from Mattel Inc.’s Disney Princess Sparkling Princess line with purchase of five related home videos. Among other products, the feature also showcased the latest title in Hatchette Book Group USA’s The Very Fairy Princess children’s series by depicting co-author and actress Julie Andrews — who also serves as National Princess Week spokesperson. (Andrews writes the series with her daughter.)