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First off, sorry for the title. It’s what I have heard often in my house from my daughter … and wife.
Friday August 17th is a big day in our house. It’s the premier of High School Musical 2 on Disney Channel. Do the names Troy, Gabriella, Sharpay or Ryan ring any bells?
Now from this point in my post I have probably lost some of you. Trust me there is a marketing lesson here for all of us.
High School Musical 2 will break many Nielsen ratings this week. The soundtrack will be #1 on Billboard’s Album charts soon. This is a phenomenon that you need to know about. You need to know how this became a hit. You need to know how to use these tools to market your product.
Disney targeted a relatively small audience and it exploded into a huge success. Through their very specific messaging, they allowed the audience to spread the word themselves.
With the first High School Musical there was very little advertising, outside of the Disney Channel. That would have been a waist of money. They knew they could not spread the words as easy as their audience could.
Now you don’t have to like the movie. I realize it’s not for everyone, but you do have to appreciate the marketing efforts that made this the hit that it is.
For details on the steps they took to market this product, read my prior post: Disney used PyroMarketing to push High School Musical
** Find more articles from John W Ellis at http://www.johnwellis.com/
bop bop bop bop to the top, zip zap zop flop like a mop, move around the corner, movin to the grove and we just wont stop… till we reach the topppppppppppppp, bop to the top!
Thanks Deb,
I am glad to know I am not alone.
-John Ellis
As a follow up …
High School Musical 2 reached 17.2 million viewers on Friday, August 17, making it the most-watched basic cable telecast ever.
“High School Musical 2″ became the most watched basic cable movie of all time.
PyroMarketing at work.