Walt Disney Studios Motion Pictures Canada has enlisted Rogers Media and its four TV, mobile, tablet and computer screens to get word about Tim Burton’s Frankenweenie to Canadians.

Rogers Media’s 4 Screen Program has customized the Disney marketing campaign so that the Frankenweenie movie trailer and additional content can be viewed on multiple Rogers Media properties and platforms.

“This was a perfect opportunity to give the movie and Tim Burton fans alike a more immersive and interactive preview of Frankenweenie,” Greg Mason, vice president, marketing at Walt Disney Studios Motion Pictures Canada, said Thursday in a statement.

For Rogers Media, the first-time marketing play for Walt Disney, to continue with the Nov. 2 release of Wreck-it Ralph, leverages a linear ad buy into an interactive audience experience across a host of Rogers properties.

“This program was uniquely created for Walt Disney Studios Motion Pictures Canada to meet their specific needs and brand objectives – allowing people to share the excitement of an upcoming movie no matter where you are, with all of the functionality included— social sharing, feature trailer, additional content and ticket/theatre links,” said Jeff Barlow, senior director, innovation/marketing solutions at Rogers Publishing, said in his own statement.

The Frankenweenie four-screen program will run for four weeks in total.

From Playback Daily