Walt Disney Internet Group has appointed digital agency Happy Dog
to spearhead its wireless marketing strategy across Europe.
The company aims to boost revenues for character brands such as Mickey
Mouse and Buzz Lightyear through consumer interaction over mobile
phones. Happy Dog was hired after a competitive pitch against Added
Value and Simons Priests Associates.
"We've got to take the lead in shaping our audiences' wireless marketing
experience," said Simon Camerer, director of European marketing at Walt
Disney Internet Group.
He said it was poised to embark on a wireless drive for Monsters Inc,
which is released in the UK in February. The campaign will market
ringtones, logos and WAP games relating to the film.
Happy Dog's other wireless marketing clients include Pepsi, Freeserve