Yesterday, the Walt Disney Company announced a new wireless phone service, Disney Mobile. The service will target families with tweens and teens. According to the press release:

“Unlike traditional family plans that focus on shared minutes, Disney Mobile will offer a comprehensive, family-tailored service. It will provide customizable tools to balance kids’ cell phone use with controls that allow parents to manage family phone use and help teach kids responsible use. In addition, Disney Mobile will come equipped with all the things tweens and teens are looking for in a cell phone today – from a camera to messaging to popular ring tones and content.”

This is Disney’s second wireless service; late last year it launched ESPN Mobile, (bet you can guess the target audience for that one).

To me, this seems like a mistake for Disney. I think Disney is diluting its name by putting it on everything (I saw Disney dog food the other day, with a pic of Old Yeller on the package).

But, if you were part of the PR team at Disney and you had to contribute to the overall marketing scheme of Disney Mobile what would you say? Agree? Disagree? How do you think it should be marketed and promoted? What kind of strategy should be used?

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