Walt Disney Co.?s Disney Consumer Products is turning to its mobile and desktop users with a contest that encourages parents and kids to come up with unique videos about the Winnie the Pooh franchise.

The Winnie the Pooh Storyteller of the Year contest leverages digital video as a trigger for consumers to upload content to win a family trip to Los Angeles. Additionally, the winning video will be incorporated into an upcoming mobile application from Disney.

?We found from previous user-generated contests we?ve launched that most consumers utilize their mobile devices to upload their content,? said Stephen Teglas, vice president of classic franchises at Disney Consumer Products, Glendale, CA.

?Particularly for moms who are often on the go, being able to enter the Winnie the Pooh Storyteller of the Year by uploading their video through a mobile device is an important feature,? he said.

Disney Consumer Products is the business segment of The Walt Disney Company.

Enter on mobile
The campaign is meant to bring to life the iconic stories of Winnie the Pooh for parents and children.

Consumers are encouraged to show off their best storytelling skills by uploading a video of themselves reading one of three stories.

The three stories center around the franchise?s famous characters ? Pooh, Tigger and Piglet.

The videos are meant to be approximately one minute long and should not be longer than three minutes long.

Parents and children can enter their video via Disney Store?s mobile or desktop site at http://www.disneystore.com/Poohstoryteller. 

Via the site, consumers can learn more about how to submit their video, browse through a gallery of other submitted videos and shop Pooh-themed merchandise on the site.

Additionally, the site includes a 30-second video that includes tips on how parents can tell the story quickly via a video. For example, participants are encouraged to use plush toys and puppets as props in their videos.

Videos will be judged on creativity, integration with Pooh items and capturing the essence of Winnie the Pooh, per Disney.

The campaign runs through May 15, and one grand prize winner will receive a trip for four to Los Angeles.

Additionally, the winning video will be added to an upcoming version of Disney?s Winnie the Pooh: Wonder and Wander app, which is available for iPhone and iPad devices.

The app was rolled out last year and lets consumers tap their way through interactive Winnie the Pooh scenes. The app includes activities such as puzzles and coloring book pages.

Per Mr. Teglas, the app is updated quarterly.

Disney will also award prize packs for fan favorites and honorable mentions.

User-generated content
Disney?s campaign points to the growing trend of brands turning to consumers to create branded mobile content.

For example, 7-eleven recently reached out to the public with a campaign to help the company develop future app features (see story).

Additionally, the campaign?s focus on video shows how mobile is increasingly becoming the first device that consumers use to capture their favorite moments.

Video apps such as Vine, for instance, are a growing interest for marketers to combine mobile and social media.

?We see consumers utilizing mobile to access content, research products, and engage with their favorite Disney characters and stories,? Mr. Teglas said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York