Buena Vista Television’s promotional strategy for Disney’s The Mighty Ducks-which debuts in September-begins in October when Mattel launches a line of Mighty Ducks toys in support of the animated television series.
In November, Buena Vista is running a television sweepstakes with the NHL that will be carried via 50 local syndicated affiliates. Kids will have an opportunity to win a grand-prize trip for two to January’s NHL All-Star Game in San Jose, California. Affiliates will advertise the promotion.
In January 1997, The Mighty Ducks will team with Pillsbury to offer a free Mighty Ducks hockey-themed premium with a proof of purchase. A free-standing-insert, in-store point-of-sale and packaging will support this particular Mighty Ducks promotion. In February, Disney and McDonald’s will join up for a Mighty Ducks Happy Meal promotion. This will be supported by spot advertising on kid-targeted media, as well as in-store point-of-sale.