Disney plans to mix ads, video games to target kids, teens

NEW YORK — To reach kids and teens to promote Disneyland's 50th anniversary this year, Walt Disney Co. will use one of the hottest — and most controversial — gimmicks in the media business: "advergaming."

Advergaming is when companies put ad messages in Web-based or video games. Sometimes the entire game amounts to a virtual commercial for a TV show or product. Sometimes advertisers sponsor games; sometimes they buy ad space integrated into them.

The online arcades put up by advertisers that include Disney, Viacom's Nickelodeon and even the U.S. Army rival titles from the $10 billion video game industry in entertainment value and high-tech expertise.

As part of an 18-month global campaign that kicks off on May 5, Disney will roll out an interactive, multiplayer game called "Virtual Magic Kingdom." It aims to provide a virtual visit to Disney's five global resorts and 11 theme parks to anyone with an Internet connection. The target: "tweens" ages 8 to 12 and young teens.

The goal: push kids to urge their parents to visit a Disney park during the anniversary promotion that also includes the opening of Hong Kong Disneyland on Sept. 12.

"We hope it becomes a real hangout for preteens and teens," said Jay Rasulo, president of Walt Disney Parks & Resorts, during a recent news conference about anniversary-marketing plans.

Jeff Logsdon, managing director at investment banker Harris Nesbitt, says Disney's strategy "is clearly a clever way to engage with a key part of their target market. Kids 10 years old and younger have really grown up with the Internet."

Forrest Research predicts advergaming will grow into a $1 billion business this year. As marketers try to target kids and elusive Gen Y consumers, Madison Avenue is waking up to the fact that Webwise younger consumers like video games — and disdain pop-ups, banner ads and other less-subtle forms of online advertising.

And rather than get a kid's attention for just 30 seconds with a TV commercial, advergames can capture them for minutes or hours. "If a kid likes a game, they'll play it 15 times," says Tim Spengler, executive vice president of media services company Initiative. "Companies are asking 'What's my game strategy?' "

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