Some Denver-area residents may soon be able to say they're going to Walt Disney World, compliments of Toon Disney, AT&T Broadband, The Coca-Cola Co. and supermarket giant Safeway Stores.
To back a local sweepstakes that broke last week, point-of-sale materials — produced and paid for by Coke — were set up in 127 Denver-market Safeway locations on April 15. They'll call attention to the contest's grand prize, a family vacation to Disney's Orlando, Fla., resort. The promotion extends through May 5.
Though AT&T Broadband isn't mentioned on the signage, the operator will promote the sweepstakes through its own cobranded cross-channel spots, according to a network spokeswoman. In addition, Toon Disney plush toys will be given away at each participating Safeway as a secondary prize, the spokes- woman said.
Should the program prove as successful as expected, Toon Disney and Coca-Cola would be "interested in doing it in other markets across the country," a Disney Channel spokeswoman said.
Toon Disney also will participate in an unrelated upcoming local promotion for Disney Channel's "Playhouse Disney" preschool program block.
That promotion will also include a tie-in with ABC Family. However, McDonald's Corp. — which inked a multiyear deal to become Playhouse Disney's first on-air presenting sponsor in February — is not involved with this effort.
Both Coke and McDonald's have long sponsorship histories at Disney theme parks.