Disney Channel UK has singed a major on-air sponsorship deal with Brit retailer Woolworths.
The retailer will become a key partner for My School Musical, a talent contest for viewers modeled on the premise of mega-hit High School Musical.
The three-month-long nationwide campaign includes branding of all on- and off-air promotion for the competition, which challenges fans to show off their own High School Musical talents.
Woolworths will be promoting the competition in-store with banners directing customers to ‘Go and Vote’ and point of sale activity featuring a cross-category selection of High School Musical products. The promotion starts February 25.