George backs Hannah Montana clothes launch with Disney Channel sponsorship

by Antoinette Odoi, Marketing 31-Mar-08, 09:45

LONDON - Asda's clothing brand is set to offer a range in collaboration with Disney series Hannah Montana.

The range, which hits stores this spring, will be supported by a three-month on-air sponsorship of all Hannah Montana programming on the Disney Channel from April to 30 June.

To create awareness of the new products, fans will be invited to enter a T-shirt design competition. The winner will be flown to Los Angeles for a Hannah Montana 'superfan' experience. Asda stores will distribute leaflets and entry boxes will be placed at tills to push the competition. The competition will also be promoted extensively across the Disney Channel website. A series of dedicated sponsorship bumpers will also back the range.

Disney has already used a similar formula in the US, where it teamed up with Asda's owner, Wal-Mart, to promote a range of Hannah Montana products.

The original Hannah Montana series premiered in the UK in May 2006 and is watched by 1m children every week and 3m every quarter - an estimated 40% of the UK's four to 15-year-olds.