Disney plans to mix ads, video games to target kids, teens
As part of an 18-month global campaign that kicks off on May 5, Disney will roll out an interactive, multiplayer game called "Virtual Magic Kingdom." It aims to provide a virtual visit to Disney's five global resorts and 11 theme parks to anyone with an Internet connection. The target: "tweens" ages 8 to 12 and young teens.
Visitors will be able to play free online games based on real attractions, such as the Haunted Mansion and Jungle Cruise. They'll also be able to chat, create their own avatars, or graphic icons representing real-life Web surfers in cyberspace, and earn virtual points that can be redeemed for T-shirts and other goodies at the actual parks.