Dick Van Dyke and Target’s Bullseye to Promote ‘Mary Poppins’


ABC and Target are pulling a bit of marketing magic out of their magical carpet bag when the brands broadcast “Mary Poppins” as part of the temporary return of The Wonderful World of Disney at 8 p.m. on Dec. 12. The brands will use Hollywood legend Dick Van Dyke, who starred in the film 51 years ago, and Bullseye, the bull terrier Target mascot, to promote the program. Both perform in a series of spots that will air before, during and after the movie. In a first for Disney, the spots are set inside the Disney vault, an archive warehouse.

“It will give audiences a glimpse of what they’ve never seen before, which is the Disney vault,” said Jerry Daniello, senior VP integrated marketing at ABC. “The combination of Dick Van Dyke and Bullseye is truly an entertaining element that’ll play out really well on air.”

There will be four spots in total, divided from three minutes of video content. One interstitial depicts 89-year-old Mr. Van Dyke looking around the key for the vault door only to see Bullseye arrive with it in his mouth. Viewers will also be able to spot “Easter eggs” or hidden treasures from other well-known and not-so-well known Disney films. ABC expects such items to stimulate heavy social media discussion around the event.

Continue reading at AdAge.com

Via AdAge

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