Disney’s $50 Million MVNO Ad Campaign; Hires Agency

Disney Mobile, the next MVNO to launch from the Wal Disney stable (after Mobile ESPN) is anticipated to launch this summer with a $50 million ad campaign. The company has hired San Francisco agency BuderEngel & Friends for it.

Disney Mobile pitch is to target moms wanting to control cellphone use and access, the story says. Also, Disney Mobile phones, from a number of handset providers, will not “have Mickey Mouse ears stuck on it,” said an executive in the story, but will look like an ordinary cellphone with a discreet Disney Mobile logo on it. Collectors’ editions may be available from time to time. Content from the entire Disney content collection will be available on the phone, from princesses to pirates.

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