High School Musical 2 (HSM2) from a Disney CP Perspective!

jeremyp · 08-25-2007, 10:48 PM

As some of you know, I work in kid's entertainment consumer products.

Basically, when a new kid's show is in the early stages of production, the owners of the IP seek CPG (consumer package goods) partners across all relevant categories.

Disney is one of THE BEST at marketing, managing, and licensing brands.

If this is a pointer to things to come, we are in great shape.

The battle IS NOT WON by the arguments of 25-50 year old domainers. The battle is won by good marketing and positioning of content directed toward our kids. The battle is won by good marketing and positioning of content directed toward adults as well.

Bottom line - this has been the single best week in terms of new mobi launched sites.

Ever pushed a big rock at the top of a hill. It's hard-work at first... backbreaking.

And then...

Well, let's just hope you don't live in the village below.

Sincerely,
Jeremy Padawer
Jeremy.com

buckshotdots · 08-25-2007, 10:57 PM

Great news for .mobi (I always believed)

. This is excellent that Disney is on board and also launching it with such a huge show as well. Just a lil blurb at how big this is turning out to be:

"High School Musical 2" is proving to be more than a made-for-TV movie — it's already a phenomenon.

The sequel combines a hunky basketball star, a beautiful brainiac, and a lot of splashy musical numbers. The result? An instant, bona fide blockbuster.

The show shattered records when it premiered last weekend on the Disney Channel, and its soundtrack album is flying off shelves.

In just one week, the soundtrack shot to No. 1 on the Billboard charts, selling 615,000 copies.

"It has a very good shot at being the top-selling album of the year," observes Entertainment Weekly's Chris Willman.

Also enjoying a resurgence, the music from the first film, which jumped from the 28th slot last week to No. 16.

"I think that was almost a little embarrassing for the music business," Willman says, "that the No. 1 album was not some band that was coming back to save rock 'n' roll, but it was undeniable, and the songs were actually good."

g-

hedgefund · 08-25-2007, 11:20 PM

This is the best news so far for .mobi. It is even better than BOFA.mobi news.

**-REECE-** · 08-25-2007, 11:29 PM

Quote:

Originally Posted by hedgefund

This is the best news so far for .mobi. It is even better than BOFA.mobi news.

"This site is designed for mobile devices.
Please use your mobile phone to access http://hsm2.mobi"

Better than BOFA? I think so

sf2010 · 08-26-2007, 12:23 AM

Quote:

Originally Posted by hedgefund

This is the best news so far for .mobi. It is even better than BOFA.mobi news.

Although I share your excitement, I tend to believe that BofA mobi has greater benefits. Here are my reasonings:

1. Kids are definitely more adept at using technology (evidenced by unlimited text messaging), but I don't think most parents would buy unlimited phone internet packages for their kids so that kids can surf the net unsupervised

2. Most kids will not be able to afford the data plan by themselves

3. 18-30 year old group has the the most amount of $ to spend on "cool" technology

4. Banking is everyday commodity product

Either case, mobi has seen some very good news! Maybe I can catch a glimpse of that BofA.mobi commercial in the near future....

coast · 08-26-2007, 12:36 AM

Quote:

Originally Posted by sf2010

Although I share your excitement, I tend to believe that BofA mobi has greater benefits. Here are my reasonings:

1. Kids are definitely more adept at using technology (evidenced by unlimited text messaging), but I don't think most parents would buy unlimited phone internet packages for their kids so that kids can surf the net unsupervised

2. Most kids will not be able to afford the data plan by themselves

3. 18-30 year old group has the the most amount of $ to spend on "cool" technology

4. Banking is everyday commodity product

Either case, mobi has seen some very good news! Maybe I can catch a glimpse of that BofA.mobi commercial in the near future....

I think they're both great, but I think Disney's promotion of HSM2.mobi is going to be the one that sets off the fireworks.

Don't forget, the kids that saw the commercial on Disney Channel are going to pester their parents to load the .mobi site for them, which will build more awareness in adults of the .mobi. Once the parents figure out how to type in .mobi on their pda's, blackberries, iPhones and cell phones, they are more likely to recognize the .mobi in BofA.mobi's printed materials and bank banners. Disney has marketing sizzle that few companies can match, and if they're promoting .mobi, you know the word will spread quickly.

bricio · 08-26-2007, 03:54 AM

i think both together was much better than one at a time...
HSM2 has its market and so does BofA and these markets r completel different from each other

sf2010 brought interesting issues:

Quote:

1. Kids are definitely more adept at using technology (evidenced by unlimited text messaging), but I don't think most parents would buy unlimited phone internet packages for their kids so that kids can surf the net unsupervised

parents wont buy unlimited phone internet packages but the kids will promote .mobi a lot even to adults ("hey, do u know there r sites that u can see only in your cells?")
and they will use their parents' mobiles to access and show HSM2.mobi to their friends, other adults they know, etc (do u remeber they spell M-O-B-I when promoting HSM2?)

Quote:

3. 18-30 year old group has the the most amount of $ to spend on "cool" technology

4. Banking is everyday commodity product

thats r the most important things regarding BofA.mobi... young people (18-30) that know how to use this "new technology" and how important is the accessibility of this technology WHEN U NEED AND WHEN U WANT (it means u have it in the palms of ur hands and always - 24 hours a day)

as i said before

there isnt the best... the BEST FOR .MOBI was both together

for those who likes theories: COINCIDENCE???

regards,
bricio

**-REECE-** · 08-26-2007, 04:23 AM

Quote:

Originally Posted by bricio

i think both together was much better than one at a time...
HSM2 has its market and so does BofA and these markets r completel different from each other

sf2010 brought interesting issues:

parents wont buy unlimited phone internet packages but the kids will promote .mobi a lot even to adults ("hey, do u know there r sites that u can see only in your cells?")
and they will use their parents' mobiles to access and show HSM2.mobi to their friends, other adults they know, etc (do u remeber they spell M-O-B-I when promoting HSM2?)

thats r the most important things regarding BofA.mobi... young people (18-30) that know how to use this "new technology" and how important is the accessibility of this technology WHEN U NEED AND WHEN U WANT (it means u have it in the palms of ur hands and always - 24 hours a day)

as i said before

there isnt the best... the BEST FOR .MOBI was both together

for those who likes theories: COINCIDENCE???

regards,
bricio

As for theories... You have to admit that it does bode well for mtld just planning to sell their names

I see this kind of like say, MySpace or Facebook... I'm way too old to use those programs, however the words are familiar to me because of a younger generation. If HSM2 does the same for .mobi, then I think we can agree that it certainly adds weight to BOFA.mobi and hence they are complimentary. I guess that's what we're all hoping now isn't it

bricio · 08-26-2007, 07:31 AM

Quote:

Originally Posted by Reece

I guess that's what we're all hoping now isn't it

surely is Reecer, of course i also want such promotion
im a big fan of .mobi... i own some geo names (about 50 i think) and some r being developed

regards,
bricio

jeremyp · 08-26-2007, 10:33 PM

Got a mention in the New York Times 8/27 issue.

It's online.

Toy stuff!

http://www.nytimes.com/2007/08/27/bu...ss&oref=slogin

Jeremy Padawer

Pred · 08-27-2007, 12:53 AM

................

hedgefund · 08-27-2007, 06:08 AM

Congrats! It is really an honor to be mentioned in NYT.

**-REECE-** · 08-27-2007, 06:24 AM

Congratulations Jeremy! Pretty amazing that you're at the forefront, revitalizing Pokemon... I see these games in my grocery store flyers everytime I'm looking for coupons. Amazed at how successful the series has been and wish you all the best on continued success

08-25-2007, 10:48 PM	#1 (permalink)
jeremyp NamePros Regular Join Date: Sep 2006 Posts: 612 39.00 NP$ (Donate)	High School Musical 2 (HSM2) from a Disney CP Perspective! As some of you know, I work in kid's entertainment consumer products. Basically, when a new kid's show is in the early stages of production, the owners of the IP seek CPG (consumer package goods) partners across all relevant categories. Disney is one of THE BEST at marketing, managing, and licensing brands. If this is a pointer to things to come, we are in great shape. The battle IS NOT WON by the arguments of 25-50 year old domainers. The battle is won by good marketing and positioning of content directed toward our kids. The battle is won by good marketing and positioning of content directed toward adults as well. Bottom line - this has been the single best week in terms of new mobi launched sites. Ever pushed a big rock at the top of a hill. It's hard-work at first... backbreaking. And then... Well, let's just hope you don't live in the village below. Sincerely, Jeremy Padawer Jeremy.com __________________ www.Boing.mobi - search the complete mobile web from .MOBI to .COM!

08-25-2007, 11:20 PM	#3 (permalink)
hedgefund NamePros Regular Join Date: Jul 2006 Posts: 608 110.00 NP$ (Donate)	This is the best news so far for .mobi. It is even better than BOFA.mobi news. __________________ iTravel.mobi - Interstate Highway Travel Guide \| iAnswer.mobi \| Why.mobi?

08-26-2007, 10:33 PM	#10 (permalink)
jeremyp NamePros Regular Join Date: Sep 2006 Posts: 612 39.00 NP$ (Donate)	New York Times Got a mention in the New York Times 8/27 issue. It's online. Toy stuff! http://www.nytimes.com/2007/08/27/bu...ss&oref=slogin Jeremy Padawer __________________ www.Boing.mobi - search the complete mobile web from .MOBI to .COM!

08-27-2007, 12:53 AM	#11 (permalink)
Pred Account Closed Join Date: Jul 2006 Posts: 6,725 0.56 NP$ (Donate)	................ Last edited by arnie; 08-27-2007 at 02:08 AM.

08-27-2007, 06:08 AM	#12 (permalink)
hedgefund NamePros Regular Join Date: Jul 2006 Posts: 608 110.00 NP$ (Donate)	Congrats! It is really an honor to be mentioned in NYT. __________________ iTravel.mobi - Interstate Highway Travel Guide \| iAnswer.mobi \| Why.mobi?

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08-25-2007, 10:57 PM	#2 (permalink)
buckshotdots Senior Member Join Date: Jan 2007 Location: British Columbia Posts: 2,584 336.60 NP$ (Donate)	Great news for .mobi (I always believed) . This is excellent that Disney is on board and also launching it with such a huge show as well. Just a lil blurb at how big this is turning out to be: "High School Musical 2" is proving to be more than a made-for-TV movie — it's already a phenomenon. The sequel combines a hunky basketball star, a beautiful brainiac, and a lot of splashy musical numbers. The result? An instant, bona fide blockbuster. The show shattered records when it premiered last weekend on the Disney Channel, and its soundtrack album is flying off shelves. In just one week, the soundtrack shot to No. 1 on the Billboard charts, selling 615,000 copies. "It has a very good shot at being the top-selling album of the year," observes Entertainment Weekly's Chris Willman. Also enjoying a resurgence, the music from the first film, which jumped from the 28th slot last week to No. 16. "I think that was almost a little embarrassing for the music business," Willman says, "that the No. 1 album was not some band that was coming back to save rock 'n' roll, but it was undeniable, and the songs were actually good." g-

08-27-2007, 06:24 AM	#13 (permalink)
-REECE- www.LLLL.com Forum Moderator Join Date: Sep 2004 Location: Canada Posts: 8,795 0.36 NP$ (Donate)	Congratulations Jeremy! Pretty amazing that you're at the forefront, revitalizing Pokemon... I see these games in my grocery store flyers everytime I'm looking for coupons. Amazed at how successful the series has been and wish you all the best on continued success __________________ Buy 200 for $0.75 Per www.LLLL.com

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