Walt Disney has tied up with Amazon.co.uk to offer an interactive CD Rom as a free gift with a purchase of the latest High School Musical DVD.
The offer, which was created by Haygarth, aims to drive sales of High School Musical 3: Senior Year. It is the first time Disney has used bespoke software to support a DVD release.
The interactive CD-Rom comes in the form of a high school yearbook. It allows consumers to upload their own pictures, add captions and choose themes and colours.
7 to 15-year-olds are being targeted with the offer, which is only available through Amazon, from mid-February. It is available on around 20,000 DVDs.
Disney customer marketing manager Dan Scrase said the offer was one of a number the studio is planning to run around its DVD releases this year.
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