Disney Mobile, the cell phone service for kids, is planning a holiday marketing plan for the critical fourth quarter on the heels of an integrated rollout campaign that wrapped up this month. TV ads
for the initial campaign focused on the responsibility level of kids with a Disney Mobile phone. The stories particularly struck a chord with women surveyed by Ad Track,
USA Today's weekly
poll, with 19 percent saying they "like the ads a lot."
Out since June, Disney Mobile has four key features that give parents more control over their children's cell phone usage: Family
Locator, a GPS tracking system; Call Control, which lets parents set usage hours; Family Monitor, which sets usage allowances; and Family Alert, which sends priority messages and restricts the system
until the recipient responds.
"They have a lot of features and functionality that serve a family plan environment that no other carrier can compete with," says Marina Amoroso, wireless
analyst with The Yankee Group. But she says it's too early to gauge its success.
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