MUMBAI: Toon Disney is all out to make a noise in the new year and this time round the noise is around its flagship property Power Rangers, which airs on the Jetix block. The channel has unleashed the Jetix Power Your Rangers Contest on a mega scale.
Toon Disney has tied up with Reliance, Britannia Treat and Peppy to promote this contest. Contest-inspired mobile game downloads have been made available to 15 million Reliance subscribers. "We have received a phenomenal response on the mobile game downloads. In the two weeks since its launch on Reliance, we have received almost 120,000 downloads.
On the other hand, on-pack association will be visible on 10 million Britannia Treat and 10 million Peppy packs. Apart from this, retail presence and contest push in 500,000 outlets across India.
The channel is contacting over 500,000 kids in six cities across India scouring 500 schools to create additional buzz around the contest and provide a complete brand experience through a school contact programme. Toon Disney mobile vans will also tour cities in Maharashtra to inform kids about the contest.
The Power Ranger series has become a rage among kids across the nation with the ratings constantly figuring in the top five each week. Toon Disney is gearing up to take this adventure to the next level for its Indian fans by empowering them to be a part of the Power Rangers team.
The Rangers are in trouble and the contest calls on kids to save them from trouble. Mesagog, the villain has hidden the Dinogems, the source of the Rangers' powers in the sinister Fortress of Evil. Mesagog has destroyed the map and it is up to the kids in India to put the map together, and find the Gems to Power the Rangers.
"Power Rangers is a super-hit and there's no denying that. Kids across India relate to this genre of action and adventure just the same way it has been a phenomenon in 140 countries abroad. This contest resonates the success of Power Rangers and promises to take our viewers on a dyno-trip to the world of their favorite heroes. The programme has already witnessed tremendous popularity with kids 4-14 years," said Walt Disney Television International (India) director programming and production Nachiket Pantvaidya.
"Toon Disney continues to engage, empower and enthrall its viewers with unique entertainment that no other can match. The energy and the flights of imagination of our kid viewers inspires us to create such unique experiences that make the kids a part of our stories while empowering them to exhale in the real world. The brand connect has been a phenomena and we are continuously challenging our creativity to innovate and scale up our marketing efforts in maintaining this excitement," said Walt Disney Television International (India) director marketing and communication Tushar Shah.
The Contest: With every pack of Britannia Treat, viewers will get one part of the map of the Fortress of Evil. They will have to collect all four pieces and complete their map to identify and locate the Dinogems. Starting 23 January, the Fortress of Evil opens everyday on Toon Disney on Power Rangers Dino Thunder at 4.30, revealing the location of one Dinogem. Six Dinogems have to be located, with the sixth Dinogem being revealed on 12 February in a Power Rangers Marathon. Kids have to identify the locations and send their entries, either by SMS, snail mail, phone calls, or e-mail on website- www.toondisneyindia.com.
The contest is also being supported with a mass media campaign across outdoor, press, internet, direct marketing and TV. On television, the contest will be promoted on channels like Star Plus and Ten Sports (during the on-going Indo-Pak cricket series) as also on local cable networks across the country.
The contest will end on 12 February and five winners stand to win a trip to New Zealand with their families. Also, 55 other kids can win Play Station II Consoles and Power Rangers game. Besides this, 10,000 "Quick Gun" prizes for the fastest correct entries - Power Your Ranger Bravery medals - are also up for grabs.