Disney?s Star Wars Rebels hit stores with related mobile app to follow
Disney will be integrating Star Wars Rebels characters in the Star Wars Scene Maker mobile application following the launch of a new TV series and related merchandise.
Through the app?s components, users will be able to recreate their own experience using the same characters and locations of the TV series. Disney has been leveraging mobile in many different ways to create and maintain second screen experiences that keep its young fans coming back.
?At Disney Publishing, we are committed to reaching today's consumers in deeper, more engaging ways through innovative and immersive storytelling experiences,? said Lyle Underkoffler, vice president of digital media of Disney Consumer Products, Los Angeles. ?Our mobile apps extend the play experience and give kids and families new ways to connect with the Star Wars brand.?
Multi-channel approach
The new Disney XD animated series will be accompanied by an assortment of products. Furthermore, Disney Publishing Worldwide will release a new book program to coincide with the rest.
The existing Star Wars Journeys series of mobile apps will be updated in October and will contain the stories that lead up to the plot of the TV series.
The TV series debuts October 3.
Disney plans to release the mobile app Star Wars Scene Marker: Rebels early 2015, which will feature the locations and characters of the series, aimed to give fans the ability to recreate scenes from Star Wars Rebels.
Giving users control allows for an outsourcing of brain storming for Disney and a source of creativity for fans of the series. Disney can likely use the ideas of its fans for future episodes, while fans become more loyal to the brand given the second screen opportunity.
Integrating mobile
The past bit of time has involved Disney?s many dives into mobile.
Theme park Disneyland has recently initiated a trek towards mobile ticketing with a new option to buy tickets via mobile devices for its Halloween celebrations.
As the Disney brand continues to take steps toward mobile capabilities, through Magic Bands and various mobile applications, it also is aiming towards an increase of sales, given consumers? increasing confidence in purchases made via mobile. To promote its Halloween Time and all the accompanying events to coincide with it, Disneyland is opening the doors for an increased volume of traffic (see story).
Department store chain Kohl?s and media corporation Disney are relying on mobile in their collaboration to host a singing contest in preparation for a holiday commercial to be aired during the American Music Awards broadcast.
The winning submission will get the chance to be featured in Kohl?s holiday commercial to be aired during the American Music Awards broadcast. Knowing that consumers most frequently film and submit photos and videos using their mobile devices, Disney is aiming to provide a seamless platform for all Disney fans to use for these contests (see story).
These efforts show Disney's goal of recreating mirroring experiences on multiple channels to hold the attention of its most dedicated fans.
?Connecting consumers to their favorite franchises through innovative digital experiences that combine storytelling, creative activities, and technology helps introduce beloved Disney characters and stories to the next generation of fans,? Mr. Underkoffler said.
Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York