Now on newsstands, Disney FamilyFun‘s June/July issue celebrates the magazine’s 20th anniversary and its unique mission that has rallied millions of devoted readers: less worry, more fun! The “birthday” issue kicks off a new, year-long, multifaceted sponsorship series that combines advertorial and editorial elements seamlessly and entices families to earn creative badges by spending more time together. The “Badges of Fun” program launch coincides with a series of important milestones for the brand, including the rollout of multiple digital apps, an impressive increase in the magazine’s audience size, particularly among new Millennial moms, and 20 years of celebrated content. The 2011 Spring MRI numbers indicate that FamilyFun‘s total audience has recently experienced the largest percentage increase compared to all national parenthood magazines.
At the core of the “Badges of Fun” program are scouting-style badges, designed by prominent arts and craft bloggers, which families earn together monthly by completing themed activities. “Every family wants to have more fun,” said Jon Adolph, editor-in-chief, Disney FamilyFun. “So for our 20th anniversary, we wanted to give our families a new reason every month to have a great time together. It’s like a year-long birthday party — and thanks to our great sponsors, we’ve got excellent goodie bags to give out!”
The Badges program kicks off with outdoor retailer REI as the exclusive sponsor of the June/July issue’s ‘Backyard Fun’ badge, which was designed by LeafCutterDesigns.com’s Lea Redmond. The program introduces an innovative way for advertisers to interact with FamilyFun‘s readers over the course of an entire year. The campaign elements include print editorial features, a downloadable badge-holder poster (also available as a magazine insert), an interactive microsite for readers to share stories, sponsored prizes, and promotions via FamilyFun‘s Facebook and Twitter channels. Subsequent badges include such topics as “Eat Dinner Together,” “Learn Something New Together,” and “Hit the Road.”
“Few magazines have tapped into a way to engage readers in integrated content for an entire year,” said Aparna Pande, general manager, Disney FamilyFun. “The original and multi-dimensioned nature of the ‘Badges of Fun’ program is what has attracted such sponsors as REI.”
To support FamilyFun‘s “Badges of Fun” program, Radio Disney is hosting a series of six regional events across the U.S. with REI that feature outdoor activities and games for families, including a sleeping bag roll-up race, mini campsite display, entertainment, music, and prizes.
- Highlights of this summer’s D23 Expo in Anaheim (chipandco.com)
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