Entertainment and lifestyle retailer HSN has announced a multifilm marketing collaboration with Disney Studios for three upcoming movies, "Maleficent," "Cinderella," and "The Hundred-Foot Journey." According to the companies, this collaboration marks the first time that Disney Studios has enlisted an omni-channel retailer for a comprehensive marketing alliance.
HSN said that in advance of the release of each film, it will create content-driven retail events across all of its platforms: TV, online, social and mobile. The shopping experiences will feature exclusive, curated assortments of products from HSN fashion, jewelry, beauty and home categories that are inspired by or reminiscent of each of the three films. The first HSN event will take place during the days leading up to the May 30 release of "Maleficent," followed by similar events for "The Hundred-Foot Journey" in August, and "Cinderella" in the spring of 2015.
"This long-term collaboration is a testament to the success of our entertainment integration strategy that infuses fun and drives heightened engagement across all of our shopping platforms while driving awareness for our marketing collaborators," said Bill Brand, chief marketing and business development officer for HSN Inc. "We're thrilled to expand our alliance with a world-class brand such as Disney to continually reinvent and reenergize shopping through interactive content and storytelling that captures the spirit of their films."