Kimberly-Clark is sending 40 families to Walt Disney World with an on-pack game awarding one trip per day.
The Discover the Magic campaign makes game pieces out of the UPC codes on all packages of Huggies diapers and Pull-Ups training pants. Consumers enter their UPC codes online at HuggiesBabyNetwork.com or Pull-Ups.com to get an instant-win message.
Kimberly-Clark awards one trip each day, through June 9. The grand-prize package includes airfare and a four-night stay, five-day tickets to Disney and a $200 Disney gift card to spend in the parks. Catalyst handles the campaign.
Banner ads, direct-mail pieces and FSIs drive consumers to the site to play. There is no special display support in stores, said Kimberly-Clark spokesperson Joey Mooring.
Disney is a longtime partner for Huggies in licensing and promotions. Disney characters appear on various Huggies and Pull-Ups brand products, and the two companies have collaborated on promotions for other Kimberly-Clark brands as well.
Huggies and Pull-Ups also have a presence at Walt Disney World. The brands are presenting sponsors of a fall concert series at the park. The “Playhouse Disney in Concert” series is part of Walt Disney World’s “Little Ones Travel Time,” a nine-week season tailored to families with toddlers and preschoolers. The season, which runs Aug. 26 through Oct. 28 this year, features performers familiar to younger kids, such as The Doodlebops, Johnny and the Sprites, and Dan Zanes.