HONDA ANNOUNCES MULTIMEDIA SPONSORSHIP OF WALT DISNEY PICTURES' "HIGH SCHOOL MUSICAL 3: SENIOR YEAR" THEATRICAL RELEASE
SANTA MONICA, Calif., Sept. 29, 2008 - American Honda Motor Co., Inc., the exclusive automotive sponsor of Walt Disney Pictures' "High School Musical 3: Senior Year," opening in theaters on Oct. 24, and Disney Media Sales and Marketing have teamed up to promote the highly anticipated theatrical release. The multi-platform branded entertainment campaign will begin Sept. 29 and targets the film's family-oriented audience.
The integrated campaign includes TV spots, radio, print, online and product placement. Look for the Honda Odyssey (driven by Gabriella's mom, Mrs. Montez), as well as a customized pink S2000 driven by Sharpay, the Pilot and the Civic Hybrid, which are also shown in the film.
RPA, Honda's long-standing agency of record, has created a 30-second TV spot featuring "High School Musical 3: Senior Year" and the Honda Odyssey. The spot will run in October on cable networks and high-profile network programming. A Honda-branded spot will air on Disney Channel. The co-branded marketing site, www.Disney.com/RidewiththeWildcats, will go live on Sept. 29 as the digital extension for all media. This High School Musical 3 and Odyssey themed environment will allow guests to view videos and play a thematically related driving game.
"We're excited to be a part of this pop-culture phenomenon," said Tom Peyton, senior advertising manager, American Honda Motor Co., Inc. "Fans of the film align with the Odyssey target— savvy, hip families—and this branded entertainment collaboration will extend the Odyssey brand across a variety of media relevant to our audience's interests."
Honda's "Ride with the Wildcats Sweepstakes" will invite families to enter to win a new 2009 Honda Odyssey and autographed props from the feature film set. The sweepstakes will be supported by a 45-second sweepstakes TV spot running on Disney Channel, a 30-second spot on Radio Disney, a full-page co-branded ad in the November issue of Family Fun magazine and a one-third page follow-up ad announcing sweepstakes winners running in the April issue. All Disney media will drive to www.Disney.com/RidewiththeWildcats for sweepstakes entry.
About the Movie
Disney's "High School Musical" phenomenon leaps onto the big screen in HIGH SCHOOL MUSICAL 3: SENIOR YEAR, in which America's favorite high school students (ZAC EFRON, VANESSA HUDGENS, ASHLEY TISDALE, LUCAS GRABEEL, CORBIN BLEU and MONIQUE COLEMAN) hit senior year. Amidst a basketball championship, prom and a big spring musical featuring all of the Wildcats, Troy and Gabriella vow to make every moment last as their lifelong college dreams put the future of their relationship in question. A crew of sophomore Wildcats (MATT PROKOP, JUSTIN MARTIN, JEMMA MCKENZIE-BROWN) joins in the fun as the film's incredible new music and exciting dance numbers take maximum advantage of the big screen. Directed by Kenny Ortega from a screenplay written by Peter Barsocchini, and produced by Bill Borden and Barry Rosenbush, the film opens in theaters Oct. 24.
About RPA
RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, Pharmavite's SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.
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Contact:
Britt McColl
RPA
(310) 633-6485
Jasmine Madatian
Motion Pictures/Burbank
(818) 560-5610
Brandy Phillips
Disney Online
(818) 623-3764
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