MyFamily, Disney link for 'The Tigger Movie.'

Beardi, Cara; Friedman, Wayne
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, p50
Trade Publication
This article reports on the partnership between MyFamily.com and Walt Disney Co. to promote the animated film, The Tigger Movie, as of April 2000. As part of the promotion and barter deal with Disney, MyFamily.com broke a 30-second cable television spot on February 11, 2000, the day the film opened in theaters. The effort includes sweepstakes with a grand prize of a 25-person family reunion at Walt Disney World in Orlando, Florida. Jill Braff, vice president of marketing for MyFamily.com, said that Disney is a logical partner for the web site because Disney means family to a lot of families out there. In addition to member acquisition, Braff hopes the partnership will create excitement among existing members, 70% of whom said they are planning or would like to plan a family trip to Disney World.


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