Re:creation has teamed up with Disney UK & Ireland in a promotional campaign for its Razor scooter brand across Disney XD, mobile and online on Disney.co.uk.
Launching on 1st June 2012, activity includes TV spots and a bespoke microsite and will be further supported by banner advertising across Disney’s mobile media gaming platforms. Additionally, a series of two-minute and three-minute break takeovers, featuring the Razor brand, will air on Disney XD from July until the end of August.
The tie-in was developed by Re:creation and Disneymedia+, the ad sales and promotions operation in Disney UK & Ireland.
This campaign follows the success of Re:creation’s marketing initiative last year which also included a Disney XD tie-in and saw record-breaking sales for the Razor brand.
Razor was founded in 2000 with the introduction of its now legendary kick scooter, which quickly became an essential ride for anyone on the go. Today, Razor offers a full line of products that inspire and excite riders everywhere. From day one, Razor has focused on providing the very best riding experience. The company combines cutting-edge technology, high-quality materials and strict safety standards to deliver a product that is designed to suit riders’ evolving lifestyle. Cool products and great value have distinguished Razor as a trusted brand and industry leader. Based in Cerritos, California, the company’s award-winning products are influenced by its Southern California home. From motocross and BMX, to snowboarding, skateboarding and surfing, Razor products are rooted in popular action sports.
Disney XD is a TV channel and multi-platform brand that showcases a compelling mix of live action and animated programming for kids aged 6-14, hyper-targeting boys and their quest for discovery, accomplishment, sports, adventure and humour. Disney XD branded content spans television, online and VOD platforms. The programming line-up includes series, movies and short-form content.
Since its launch, Disney XD has become a firm favourite with kids in the UK, with locally produced shows such as “Goalmouth”, new original series like “Motorcity” and “Lab Rats”, and established hit shows like “Phineas and Ferb” and “Pair of Kings”, quickly attracting a loyal audience. In EMEA, Disney XD is available in 12 languages across 10 Visual Feeds in 109 countries in 49.4 million households with a total of 14 channels*.
Katy Fletcher, Razor Brand Manager at Re:creation said: The ground breaking joint venture between Razor and Disney XD has amplified Razor’s lifestyle messaging and portfolio of scooters and ride-ons to our target audience of boys 6-14. The combination of break takeovers, microsite and mobile provides a perfect way for kids to interact and immerse with the brand. An already proven formula, this is the perfect way of helping to build the sport of freestyle scootering, promote brand awareness and loyalty, and dramatically boost sales across Razor’s range.
Bobi Carley, Commercial Director, Disneymedia+ UK & Ireland said: “The fun and energy of the Razor scooter brand perfectly complements Disney XD, so we are thrilled to be teaming up with Re:creation once again in a campaign which includes a diverse range of activity – including mobile – to ensure even deeper engagement with audiences.”
Katy Fletcher, Re:creation Ltd, [email protected]
Notes To Editors
About Disneymedia+ UK & Ireland
Disneymedia+ is the operation within Disney UK & Ireland which can bring to life marketing campaigns and achieve business objectives through innovative and creative initiatives that leverage the breadth and diversity of The Walt Disney Company’s assets – ranging from Disney to Pixar, Marvel, ABC and ESPN.