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Hewlett-Packard Piggybacks on Disney Promo

By Nov 15, 2006

Hewlett-Packard is targeting families with a Disney-themed promotion that features interactive entertainment and dangles more than 100 prizes.

The company’s Days to Dream promotion broke yesterday and is touted on the company’s Web site. From the site, shoppers can link to DaystoDream.com to engage in a range of activities, including building their own set of Mickey Mouse ears to creating an online fireworks.

Between Dec. 14-17, HP will award 110 prizes, ranging from an HP MediaSmart High-Definition LCD TV, to a Disney Parks Pirates and Princess Party to an HP Digital Entertainment Center. The Web site will continually offer fresh content and prizes during the course of the campaign.

TV spots, radio ads, p.r. efforts, online ads through search on Google and Yahoo support.

“HP’s strategy is to offer customers a convenient and easy online shopping experience,” said Sam Taylor, senior VP, consumer direct, for Palo Alto, CA-based HP. “By offering customers the opportunity to win great prizes while they do their holiday shopping, we’re giving them the opportunity to be entertained while they check out our cool products.”

The initiative is tied to Walt Disney’s yearlong promotion dubbed the Year of a Million Dreams, which kicked off last month. Following its Where Dreams Come True mantra, Disney cast members will make special dreams and unique experiences come true for 1 million visitors as part of a Disney Dreams Giveaway (PROMO Xtra June 8, 2006). Denver-based Integer Group LLC handles.

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