ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Nissan targets Disney family audience with 2011 Nissan Quest ads

Nissan is the exclusive sponsor of the Disney FamilyFun iPad application, introducing the publication?s audience to the all-new 2011 Quest model.

The application is available in Apple?s App Store with free versions of the March and April 2011 issues. The Nissan sponsorship consists of a splash page and banners throughout the application.

?The Disney FamilyFun platform provides advertisers with the opportunity to enhance their ads with an array of multimedia features, including videos, slides shows, 360-degree views of products, and more,? said Aparna Pande, vice president and general manager at Disney Publishing, New York.

?In addition, we are selling one exclusive title sponsorship per issue, which includes a splash page presence, banners in the functional modules, such as sharing and bookmarking, and enhanced ads,? she said. ?Nissan, which is also focused on innovation for the family, is the official launch sponsor as part of a Disney Media integrated package.

?A video in the Nissan brand ad showcases the innovative features of the all-new Nissan Quest, including one-touch sliding doors, quick release fold flat 2nd and 3rd row seats, a permanent rear storage well, and the advanced climate control system.?

Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing. 

Disney FamilyFun magazine is published by Disney Publishing Worldwide and targets families with children under 12. 

Mobile sponsorship

When readers click on the Nissan ad, they are redirected to the carmaker's Web site where they can learn more about the model.

The Nissan banner ad within the Disney FamilyFun iPad application

When readers click on the banner ad they are redirected to learn more about the Nissan Quest

?We are promoting this to our 5.5 million readers through ads in Disney FamilyFun magazine and through the Web site, email blasts, social media and online promotions,? Ms. Pande said. ?Clearly one of the biggest drivers of downloads will be our presence in the iTunes App store.?

Disney app
Readers can view interactive slideshows, videos of recipes and family activities via the application.

Additionally, users can browse 360-degree views of craft projects, bookmarking features and use the social media sharing tools.

The application includes videos and polls and surveys that let readers find out what other users are thinking and sharing.

In addition, users can make shopping lists and rate and comment via the FamilyFun community.

?At Disney FamilyFun, we know how important the digital space is for moms and we want to make our recipes, crafts, and all of our content accessible on a variety of platforms,? Ms. Pande said. ?The how-to nature of our content lends itself well to the interactive features of the iPad.

?We are working in conjunction with Texterity and Wonderfactory to deliver FamilyFun via a new publishing system that has all the mom-friendly tools and engaging multimedia features that let the FamilyFun editors bring high-tech utility to the high-touch world of moms,? she said.

?FamilyFun?s content is brought to life through interactive slide shows videos of recipes and family activities, 360-degree views of craft projects, bookmarking features, and social media sharing tools.?

Final Take

This is not Disney FamilyFun's first foray into mobile