In November 2011, Hong Kong Disneyland and Microsoft created a new game which is Kinect: Disneyland Adventures games. This is marketing-mix. Kinect Disneyland Adventures is a video game published by Microsoft Studios on Kinect for Xbox 360, there has recreated a large amount of the Disneyland theme park, with themed games in place of many of the rides. Also, there are various characters such as Winnie the Pooh, Cinderella, Daisy Duck and Donald Duck and so on. The target audiences are child and youth. Therefore, Hong Kong Disneyland an advertisement(“It’s Playtime with Friends - The Power of Synergy”)which obtain bronze award in HKMA/TVB Awards for Marketing Excellence.
Rationale behind the marketing Campaign
Hong Kong Disneyland an ongoing expansion project to open which is Toy Story Land opened on November 18, 2011. Besides, the Xbox36o was officially unveiled in Hong Kong on March 16, 2006. However, it is not popular in these years in Hong Kong. Thus, Hong Kong Disneyland and Microsoft created a new game to attract citizens to buy their product. To coincide with the opening of Asia’s first Toy Story Land, Hong Kong Disneyland developed“It’s Playtime with Friends - The Power of Synergy”. They want to increase their profit and brandwidth by this activity. Nowadays, many people know Toy Story Land and like these characters. Therefore, some people may buy this game and go to Hong Kong Disneyland to visit. Hong Kong Disneyland and Microsoft uses this strategy can tell people she has a new park and attract people to visit and buy their product take home the entire Disneyland. The campaign was mutually beneficial. Hong Kong Disneyland and Microsoft can get different advantages.