Kmart teams with High School Musical for BTS
By Staff -- Home Textiles Today, 7/28/2008 1:03:00 PM
Hoffman Estates, Ill. – Kmart has signed on as one of the sponsors of “ABC’s High School Musical: Get in the Picture,” a reality TV show hosted by singer/songwriter Nick Lachey.
The winner of this season’s program will star in a music video shown in the end credits of the feature film, Disney’s “High School Musical 3: Senior Year,” opening this fall. In addition, the winner will also receive an exclusive talent hold agreement with ABC and a recording contract for two digital singles with Walt Disney Records, one of which will be a version of the song from the music video.
In support of the alliance, Kmart launched an integrated marketing program in stores nationwide on July 20 to coincide with the series’ debut. Various scenes will be shot in Kmart stores, featuring Kmart products as part of the process.
The marketing program also includes promotional messages for High School Musical: Get In The Picture in a Kmart circular and in-store signage. Kmart is also carrying an assortment of High School Musical licensed merchandise that is being prominently featured in-store and promoted online at a special Kmart.com microsite: www.kmart.com/disney.
Disney's “High School Musical” premiered in January 2006 on Disney Channel U.S. and posted the highest ever ratings for a Disney Channel Original Movie at the time. It now airs on 27 Disney Channels and free-to-air broadcasters worldwide.
It has reached over 255 million viewers in over 20 languages across 100 countries including India, China and Russia. It has since spun off a themed show at Disneyland Parks and Resorts in Anaheim, Orlando and Paris, a sold-out 42 date arena concert tour in North America and Latin America, and a touring ice show around the world.
