Radio, Web Push For 'Jonas Brothers'

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To promote the new series on tween heartthrobs the Jonas Brothers, one of the hottest music groups in the country, Disney Channel is going to the two platforms the band knows best: radio and the Web.

In a first for a Disney Channel series premiere, the network will partner with sister company Radio Disney to develop 42-station local promotional sweepstakes in support of its May 2 launch of comedy series Jonas, according to Disney Channels Worldwide senior vice president of marketing and creative services Richard Loomis.

In addition, the network will also reach out to YouTube to run music videos and related Jonas Brothers content to reach the network’s core 11-14 tween audience. Loomis said the series — which features the singing brothers as a fictional rock band trying to balance fame with school and family — marks the first time the network is in the enviable position of marketing an already established brand.

“They are certainly one of the biggest stars in the world of music, so it certainly changes our marketing tactics a bit — they have a strong and passionate fan base already existing out there due to their success in music,” he said. “We recognize their success and the power of their stardom, so we’re shifting our strategy to take advantage of that.”

To support the show, Radio Disney is hosting an “Oh My Jonas” local sweepstakes in 42 Radio Disney markets, which will net the winners a trip for four to attend the final dress rehearsal for the Jonas Brothers’ World Tour 2009. The promotion, which began April 3 and runs through May 17, includes 40 radio spots promoting the series and the sweepstakes.

“Obviously the Jonas Brothers’ core is music, and Radio Disney is a big, important outlet for us,” Loomis said.

On the Web, the network will take over YouTube’s home page this week to tout the series premiere, according to Loomis. The network will also offer previews of the show and other related video content on YouTube, as well as Jonas Brothers-based sites on Facebook and at jonasbrothers.com.

Disneychannel.com, in a first for a series premiere, is featuring a “party planner” area on the site for the series featuring game ideas, recipes and posters in anticipation of the show’s premiere. Disney Consumer Products will launch a global product line with the series — also a first for a Disney Channel series, according to Loomis.

“We want to make sure that in terms of the older end of the demo we’re where their fans are and giving them what they want with regards to the Jonas Brothers,” he said.

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