Relive The Adventure

March 18, 2014

Next Gen Marketing

Aaron Aragonez

Pippa Bowen

Sarah Cole

Jacqui Haspell

Megan Ono

Billy Tran

Marketing

Marketing | Communication

Marketing

Graphic Design | Marketing

Communication | Marketing

Marketing

We are the future of marketing

Contents

Promotional Program 23Budget 24Objectives 25Advertising Strategy 27Advertising Calendar 28Television Advertisement 30Print Advertisement 32Online Advertisement 33Publicity 35Mall Freeze-Over 36GET FROZEN with Radio Disney 41Win a Day with Demi Sweepstakes 43Augmented Reality 44

Sales Promotion 45Trade Objectives 46Trade Promotions 47Point of Purchase 51Sponsors 53

Corporate Social Responsibility 55Destination Imagination 56

Sweepstakes Rules 57Contact Us 64

Situation Analysis 2Threats & Opportunities 3Company Background 5Competitive Analysis 6

Target Market Specifications 7Demographics & Psychographics 8Size of Target Market 10

Product Evaluation 11Brand Name 12Channels of Distribution 13Packaging 14Pre-Ordering 20Pricing 22

1

Situation Analysis

2

Threats

As technology advances, more consumers are turning to digital download to buy their movies, both legally and illegally. This poses a threat to DVD and Blu-Ray purchases, and may cause producers to lose money by allocating resources towards making a tangible product which will ultimately not be purchased. Additionally, the trend of illegally downloading films threatens the industry as a whole. Marketers must offer additional footage, premiums, and other incentives to entice the consumer to legally purchase the movie.

Just as digital download threatens DVD and Blu-Ray, Blu-Ray also threatens DVDs. As more people move toward higher quality Blu-Ray discs, DVD’s are beginning to become obsolete, much like the demise of VHS. However, this transition has been slow, and not all of the market owns Blu-Ray players. Disney should offer digital download, Blu-Ray, and DVD, both separately and bundled, to reach its entire market.

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Opportunities Despite the threats, there are many opportunities for Disney in the digital and tangible movie market. Digital download efforts can be focused on the older , technologically savvy demographic while tangible efforts (Blu-Ray and DVD) can focus on collectors and the younger demographic, allowing Disney to strategically target its messaging. Disney can offer a collector’s pack with a Blu-Ray, DVD, digital download, and premium to add value to the purchase, especially with collectors. This creative packaging will also attract the younger audience, children specifically, and inspire their parents to buy the bundle. Thermal ink technology also creates an interesting way to surprise and delight the consumer by offering a limited edition, heat-activated Blu-Ray/DVD that changes after watching the movie. The designs will coincide with the themes of Frozen and will inspire those who would usually just purchase the film digitally, to instead purchase the tangible good.

4

Disney has always been an innovator in animation. Walt Disney’s Silly Symphonies were the first cartoons with synchronized sound, Snow White and the Seven Dwarfs was the first full-length animated feature film, and when Disney acquired Pixar it became a leader in computer generated imaging as well. Although Frozen is not a Pixar film, the Walt Disney Animation Studios has still made leaps in digital technology for this film. To create realistic snowfall and snowy landscapes, the Disney team used math, physics, and conceptual horsepower to create a simulator called Matterhorn. Elsa’s snow, however, used classic, hand-drawn inspiration to create, flowing, beautiful, consumer generated imagery flurries that reflect her emotion at any given time. This type of magic took over eight weeks to develop, and reflects Disney’s continued effort and dedication to innovation in the field of animation.

Disney’s brand has become synonymous with family, quality, and creativity, and is our strongest asset moving forward with this promotion. It is no surprise that Frozen has been called “the best animated musical since Beauty and the Beast.”

Company Background

5

Competitive Analysis

While Walt Disney Animation Studios and Walt Disney Pictures have made significant advancements in animation both recently and historically, competing companies are beginning to catch up. Frozen will directly be competing in theatres and at Blu-Ray/DVD releases with Columbia Pictures’ and Sony Pictures Animation’s Cloudy with a Chance of Meatballs 2 and Reel FX Creative Studios’ and Relativity Media’s Free Birds. However, these competitors do not have the same brand recognition as Disney does. Disney’s brand equity is unlike any other, and allows Frozen to stand out from the competition.

In addition to the Disney brand, Frozen has the advantage of not being a sequel, and will very likely overshadow Cloudy with a Chance of Meatballs 2 both in the box office and in Blu-Ray/DVD sales.

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Target Market Specifications

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Demographics

The Disney brand has amazing brand equity that appeals to all audiences. Disney draws a huge audience of children, but also loyal fans who were children or parents during the “Disney Renaissance” from 1989-1999. Its movies, though generally assumed to be made for children, actually target all ages.

“You’re dead if you only aim for kids. Adults are only kids grown up, anyway.”

-Walt Disney

Our primary target demographic is:

● Children ages 3-12

Our secondary target demographics are:

● Young Adults ages 18-25● Parents ages 25-55● Grandparents ages 55+

8

Psychographics

Our target market values education, healthy and active lifestyles, and diversity. Our primary demographic, children ages 3-12, enjoy being active and surfing the web, and are the most important segment to focus on because they have the most influence over their parents’ purchasing decisions. They will enjoy Frozen’s comedic adventure and epic journey.

Our older demographics, young adults and parents ages 18-55 in particular, are fans of musicals and are attracted to the star-studded cast and crew including Wicked’s Idina Menzel. Frozen also features original songs from Tony winner Robert Lopez (“The Book of Mormon,” “Avenue Q”) and an original score by Christophe Beck (“The Muppets,” Oscar-winning short “Paperman”).

Our final demographic, Grandparents ages 55+, appreciate the strength-of-family themes of Frozen, and trust the Disney name. They have large amounts of disposable income and choose to use it on their grandchildren, many of which are in our 3-12 age demographic.

The values of this movie align with all social classes as well, and connect to families empathically. Families of all social backgrounds appreciate Frozen’s wholesome, classic, Disney message.

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Size of Target Market

Our target market encompasses both domestic and international markets, but we will focus mostly on the United States. Our main target market, the 3-12 age demographic, represents 24.8 million children in the United States. We will also focus on the 148.8 million parents and 80 million grandparents in the United States. Internationally there are a total of 1.2 billion parents and the 1.9 billion children we will also reach using Disney’s international television and retail channels.

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Product Evaluation

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Brand Name

The Walt Disney Corporation is the ultimate leader in building and maintaining brand image. Disney builds a strong, enduring, emotional relationship attachment with its consumers. The Walt Disney Company maintains a commitment to quality, innovation, and storytelling. The massive popularity of Disney movies and related products attests to Disney’s successful brand imaging. It has a strong brand recognition and following, which makes it possible for Frozen to differentiate itself from its competitors and be successful.

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Channels of Distribution

Buena Vista Home Entertainment will distribute the Frozen DVD to major retailers such as Target, Walmart, Sam’s Club, K-Mart, Best-Buy, and Costco. This will give us a wide reach to cover our entire target market including children, parents, and grandparents. Many of these stores also sell Sprite and Nestlé products, and we will be able to cross promote the DVD and our partners.

The Exclusive Gift Set will be sold only at Walmart and Sam’s Club. Families often shop at these stores, and the value of the gift set will inspire consumers to purchase it. This will help our partners increase store traffic as well as DVD/Blu-Ray sales.

The Limited Edition Blu-Ray combo pack and Blu-Ray case will be sold exclusively on Amazon.com. This will reach our tech, savvy 18-25 year old market who enjoy collectible premiums and are often huge Disney fans.

The Exclusive Collector’s Edition will be available only at Target. Walmart and Target are both discount retailers, but both companies cater to different customers. Having a Target Exclusive Edition with the Olaf stuffed animal premium will attract consumers to purchase the DVD.

All DVD packages will be available to pre-order 2 months in advance of release date.

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Packaging

● The Digital Download will only include the movie, not any additional features.● The DVD package is presented in a 1-disc DVD with Bonus Features● The Combo Pack is presented in a 3-disc combo pack of Blu-ray with Bonus +

DVD● The Collector’s Edition is presented in a 3-disc combo pack of Blu-ray + DVD +

Digital Copy● The Ultimate Collector’s Edition is presented as a 4-disc combo pack of 3-D

Blu-ray + Blu-ray + DVD + Digital Copy● The Walmart and Sam’s Club Exclusive Gift Set is presented in a 2-disc Blu-ray

+ DVD combo, along with a collectible Infinity Olaf, Anna, or Elsa the Snow Queen Figure.

● The Amazon Limited-Edition Blu-ray Combo Pack is presented in a 3-disc combo pack of Blu-ray + DVD + Digital Copy, along with a limited edition Blu-Ray case.

● The Target Exclusive Ultimate Collector’s Edition is presented in a 3-disc combo pack of Blu-ray + DVD + Digital Copy, along with an Olaf the Snowman stuffed animal premium.

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Packaging

Amazon Limited-Edition Blu-ray Case

Target Exclusive Ultimate Collector’s Edition

with Olaf Plush

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Packaging

Walmart and Sam’s Club Exclusive Gift Set with Disney Infinity Figure

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Packaging

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DVD/Blu-Ray Thermal Ink Label

Each of the DVD and Blu-Ray discs will be stamped with innovative thermal ink technology. The heat-activated ink will transform the disc from the frozen city of Arendelle into a beautiful summer setting, following the plot of the movie. This added bonus will surprise and delight the audience, and encourage them to purchase the DVD/Blu-Ray rather than the digital download. We are encouraging our consumers to venture into stores to purchase the DVD/Blu-Ray to increase sales for our partners: Sprite, Nestlé, Walmart, etc.

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In-Package Coupon

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Pre-ordering

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Pre-ordering

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Pricing MSRP

● Digital Download - $14.99

● DVD - $18.99

● 3-Disc Blu-ray Combo Pack - $24.99

● Collector’s Edition 3-Disc Blu-ray Combo Pack - $26.99

● Ultimate Collector’s Edition 4-Disc 3D Blu-ray Combo Pack - $29.99

● Walmart Exclusive Gift Set Edition - $29.96

● Amazon Limited-Edition Combo Pack with case - $39.99

● Target Exclusive Collector’s Edition with Olaf premium - $39.99

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Promotional Program

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Budget

Advertising Expenses

Total Budget $1, 948,655

Promotional Expenses

Online Advertisement $450,000

Print Advertisement $21,330

TV/Radio Advertisement $150,000

Mall Freeze-Over $1,205,000

Point of Purchase $50,000

Cross-Promotional $2,350

Sweepstakes $9,975

Augmented Reality $60,000

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Objectives

Through this promotion we project to:● Sell over $80 million worth of DVD/Blu-Rays within the first week of

release.● Sell 6.2 million DVD/Blu-Ray globally within the first four months of

release. ● Sell 3.5 million Special Edition Exclusive Gift Sets within the first four

months of release. ● Increase sales of Frozen related products by 25% during the

promotional period.● Increase exposure of our partners Nestlé and Sprite within the four

months of release.● Raise $5 Million for Destination Imagination within the four months of

release.

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Consumer Objectives

We will increase consumer purchases of the Frozen Blu-Ray/DVD and tie-in products through:

● Simon Mall Freeze-Overs● GET FROZEN with Radio Disney mall events● Live Tweet Walls ● Win a Day with Demi Sweepstakes● Nestlé ice cream displays and coupons● Coupons for Nestlé and Sprite products● Special edition DVD/Blu-Ray sets

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Advertising Strategy

To effectively reach our target demographics, we will utilize Disney’s existing TV, Radio, and social media channels. This will help reduce costs as well as reach existing Disney fans. We will also have tie-ins with Nestlé, Sprite, Walmart, Target, and Amazon to increase our reach without increasing cost. We will also include coupons for our partner products Nestlé and Sprite inside the Frozen Blu-Ray/DVD packaging to increase their sales. This will give our partners the opportunity to be involved in the newest Disney classic as well as increase their exposure.

Our mall freeze-overs and augmented reality app will create a unique experience for our consumers to interact with Frozen. Additionally, all Frozen and partner merchandise will donate 5% toward Destination Imagination, a charity which nurtures children’s creativity. This will connect with our consumers empathically and add value to our partners’ products and brand equity.

We will also encourage Demi Lovato to promote the Frozen release and sweepstakes via Facebook and Twitter to create a more intimate experience with her fans.

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Advertising Calendar

February18 - Begin Sweepstakes & advertising on Radio Disney, Print, and Social Media.

Pre-Ordering goes live on Amazon, Walmart, and Target websites.Sponsors may begin using Frozen characters in advertisements.

March11 - DVD/Blu-Ray advertising begins on television, Radio Disney, print, and social

media15 - Mall Freeze overs begin in international Simon mall locations.18 - DVD/Blu-Ray release, Mall-Freeze-overs and Live Tweet wall go live

Television spots switch to “Now available on Disney DVD/Blu-Ray”22 - Radio Disney’s GET FROZEN @ Lenox Square - Atlanta, GA

Fashion Valley - San Diego, CA23 - Radio Disney’s GET FROZEN @ Galleria Dallas - Dallas, TX29 - Radio Disney’s GET FROZEN @ Edison Mall - Fort Myers, FL30 - Radio Disney’s GET FROZEN @ The Shops at Mission Viejo - Mission Viejo, CA

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Advertising Calendar

April5 - Radio Disney’s GET FROZEN @ Brea Mall - Brea, CA6 - Radio Disney’s GET FROZEN @ Miller Hill Mall - Duluth, MN

The Galleria at White Plains - White Plains, NY12 - Radio Disney’s GET FROZEN @ The Esplanade - Kenner, LA13 - Radio Disney’s GET FROZEN @ Westminster Mall - Westminster, CA18 - Sweepstakes ends, and corresponding advertisements end.

Mall Freeze-overs and Live Tweet Wall ends.25 - Sweepstakes winner announced.

May2 - DVD/Blu-Ray advertisements end.18 - Partner advertisements to end, unless otherwise agreed upon.

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Television Advertisement

The Frozen DVD/Blu-Ray release will be featured on ABC Television Network, ABC Owned Television Stations Group, ABC Entertainment Group, Disney Channels Worldwide, ABC Family, as well as Disney/ABC Domestic Television. In order to keep costs down, only Disney owned television channels will be used to promote the DVD/Blu-Ray release. The advertisement will be 30 seconds long and will mention the the release date, where to purchase the movie, and also spotlight the Radio Disney mall events.

We will also encourage our partners to use Olaf (Sprite) and Sven (Nestlé) as brand ambassadors. Pairing with our characters will add novelty to their commercials and help cut through the clutter. It will also help keep Frozen at the top of consumers minds during the promotional period. A portion of all Frozen products will go toward Destination Imagination, and will create goodwill toward our partners.

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Television Advertisement

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Print Advertisement

The Frozen DVD/Blu-Ray advertisement will be featured in:● Parents magazine● Family Fun magazine● Highlights magazine● New York Times● Los Angeles Times● Wall Street Journal● Additional National and Local

Newspapers

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Online Advertisement

● YouTube - Master Head Video Ad○ We will purchase advertising space on YouTube’s homepage.

These interactive video ads catch viewers attention and will link consumers to the Frozen movie website, where they can purchase the DVD/Blu-Ray directly online from our partnered retailers.

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Online Advertisement

● Facebook○ Using Facebook’s existing Frozen account, information will be

posted to notify fans of the upcoming DVD/Blu-Ray release. Fans will also be able to enter into our sweepstakes on Facebook. The Frozen Facebook page currently has over 466k fans.

● Twitter○ Daily tweets will be posted for fans to interact and win a chance

to receive a free Frozen DVD. The current Twitter account that showcases Frozen is @DisneyAnimation, which currently has 468k followers.

○ Fans will be asked to submit and/or participate in daily tweets by using the hashtag #FrozenMovieRelease.

○ Twitter will be used at our Mall Freeze-overs and our Live tweet walls.

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Publicity

● Press ReleaseWe will send out press releases to local, national, and international news companies to cover our Mall Freeze-over, Win a Day with Demi Sweepstakes, and our Radio Disney events.

● Social MediaOur various social media promotions will be another form of consumer generated publicity, creating buzz and word-of-mouth advertizing.

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Mall Freeze-Over

We will partner with Simon malls to create a Frozen experience like no other. Simon malls has a presence in North America as well as Asia, and will help us penetrate international markets. For countries that do not have Simon Malls, we will use scaled-down versions of our displays at Disney stores. This will help increase traffic in both the malls as well as Disney stores. It will provide an experiential marketing tactic that will delight our audiences, increase sales, and also create a buzz on social media. Mall visitors will also be able to use our augmented reality technology to interact with Frozen characters.

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Mall Freeze-Over

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Mall Freeze-Over

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International Mall Freeze-Over

In addition to our Mall Freeze-overs in the United States, we will have Mall Freeze-overs in Asia. Simon Malls have several locations in Japan and Korea. We will utilize these locations to further promote our DVD/Blu-Ray release across seas. These locations will feature the Mall Freeze-Over:

● Gotemba, Japan- Gotemba Premium Outlets● Rinku, Japan- Rinku Premium Outlets● Ibaraki, Japan- Ami Premium Outlets● Paju, South Korea- Paju Premium Outlets● Yeoju, South Korea- Yeoju Premium Outlets● Gijang-gun, South Korea- Busan Premium Outlets● Johor Bahru, Malaysia- Johor Premium Outlets

Since Radio Disney is limited to only the United States, the international Mall Freeze-overs will will not feature GET FROZEN with Radio Disney. However, advertisements for international Mall Freeze-overs will be featured on their corresponding Disney Channels.

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Live Tweet Wall

At every Simon Mall a large screen will showcase tweets related to the DVD/Blu-Ray release of Frozen. Anyone who uses the hashtag #FrozenMallFreezeOver will have their tweet displayed on a live-tweet wall projected in the mall. Additionally, 3 random tweets will be chosen and the tweeters will receive a Special Edition pack. This will create buzz and start an online trend about the DVD/Blu-Ray release.

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GET FROZEN with Radio Disney

Using Radio Disney’s existing teams, we will host promotional events at select Simon Malls. They will occur all across the US on varying days, and DJ’s will broadcast directly from the malls. Consumers will have an opportunity to win Frozen merchandise, play games, and receive free giveaways including shirts, stickers, food, drinks, coupons, etc. These events will expose consumers to Frozen as well as our partners Sprite and Nestlé, and will increase visitation to Simon Malls.

● Atlanta, GA - Lenox Square● Brea, CA- Brea Mall● Dallas, TX. - Galleria Dallas● Duluth, MN - Miller Hill Mall● Fort Myers, FL- Edison Mall

● Kenner, LA- The Esplanade● Mission Viejo, CA - The Shops at Mission

Viejo● San Diego, CA - Fashion Valley● Westminster, CA - Westminster Mall● White Plains, NY - The Galleria at White

Plains

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GET FROZEN Giveaways & Prizes

Free Frozen t-shirts will be handed out to guests at Radio Disney’s GET FROZEN events along with coupons and samples. Sponsors will have their logos on the backs of the shirts, and attendees will have the opportunity to donate directly to Destination Imagination.

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Win a Day with Demi Sweepstakes

Consumers will be able to enter into our “Day with Demi” Sweepstakes which includes round trip airfare to the Disneyland Resort in Anaheim, California. The winner will receive four, 4-day park hopper tickets; a three night stay in the Dream Suite; and a one day VIP experience with Demi Lovato. This will cater to our target demographic of children 3-12 (preferably female). Demi Lovato sings the hit song, “Let It Go” featured on Frozen’s Soundtrack, and is a role model for many children in our target demographic. Consumers will be able to enter by scanning a QR code placed at every retail store, at every Mall Freeze-Over locations, and online. An additional 25 second-place winners will receive a free Frozen DVD.

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Augmented Reality

We will use augmented reality with all of our partners. Consumers will be able to download the Frozen app either from the Apple App Store or the Google Play Store. This innovative application will allow consumers to play with Elsa’s snow and watch the characters of Frozen interact with their surroundings. Special “Easter Eggs” and bonuses will be activated at the mall freeze-overs, Disney stores, Nestlé freezer displays, Sprite castles, and other Frozen point of purchase displays. Consumers can also take pictures of themselves and friends with the snow and characters and share them on social media and with their friends.

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Sales Promotion

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Trade Objectives

● Increase store traffic by 20% during the “Sprite Castle” four week promotional period.

● Increase sales of Sprite by 10% during the four week promotional period.

● Increase sales of Nestlé ice cream products by 10% during the promotional period.

● Increase sales of Simon malls by 15% within the four week promotional period.

● Increase attendance of Simon malls by 15% within the four week promotional period.

● Increase store/online traffic at Walmart, Sam’s Club, Target, Amazon by 15%.

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Trade Promotions

● Sprite “Castles”● Nestlé In-Store Coupons● Sprite and Nestlé coupons inside

DVD/Blu-Ray packages● Walmart, Target and Amazon exclusive

editions● Simon Mall “Freeze-overs”

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Sprite Castle POP

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Nestlé Freezer door coupon

In partnership with Nestlé, we will be utilizing refrigerator doors where some of Nestlé’s best selling ice cream products are sold. Using natural condensation, as the door is opens, the advertisement will expand, providing a micro-experiential marketing opportunity. Additionally, There will be freezer door coupons offering a $2 discount off of the Frozen movie when purchasing any Nestlé Ice Cream product.

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On-Package Promotion

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Point of Purchase

There will be multiple point of purchase promotions at the various sales venues where Frozen will be sold:

Walmart, Target, and Amazon

Walmart, Target, and Amazon will be offering an exclusive special editions of the movie, as well as cross-promoting with Sprite and Nestlé.

Grocery Stores

Through cross promotions with Sprite and Nestlé, we will offer instant in-store coupons that offer a discount on combined purchases of Sprite or Nestlé products with Frozen merchandise.

Disney Store Mall Locations

Disney Stores will offer FSI’s and premiums with every purchase which offers samples and coupons of our partners Nestlé and Sprite, as well as advertisements for the Frozen DVD and Day with Demi sweepstakes.

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Point of Purchase

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Sponsors

NestléSpriteTargetWalmartSimon MallsAmazon

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Sponsorship opportunities

In order to help promote the Frozen DVD/Blu-Ray release we will partner with Nestlé, Sprite, Walmart, Target, Amazon, and Simon Malls. This will not only help us promote the DVD/Blu-Ray release but will also help our sponsors. In addition, The Walt Disney company will donate 5% of all Frozen DVD, merchandise, and partner products to Destination Imagination.

This sponsorship and philanthropic effort is a unique opportunity for our partners to tie-in with the greatest Disney musical since The Lion King while also making a difference in the lives of children. Next Gen Marketing prides itself in finding innovative, effective, and empathic ways for companies to connect with their consumers. By bringing together Disney’s Frozen with our sponsors and Destination Imagination, we will create a brand new opportunity to gain exposure and goodwill while reaching and exceeding client’s goals.

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Corporate Social

Responsibility

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Destination Imagination

Destination Imagination is a charity that ties into the themes of creativity and valuing one’s talents from Frozen. In the movie Elsa attempts to hide her talent instead of embracing it. By donating a portion of all Frozen sales to Destination Imagination, we will encourage children to nurture their talents rather than hide them.

Five percent of Frozen DVD/Blu-Ray sales will be donated to Destination Imagination. An additional five percent from our partners will be donated as well. Consumers will also have the opportunity to donate directly to the organization at Radio Disney’s GET FROZEN events.

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Day with Demi Sweepstakes

Official Rules

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1. Eligibility: The Frozen : Day with Demi Sweepstakes ("Sweepstakes") is only open to entrants who, at the time of entry, are: (a) natural persons who are legal residents of one of the 50 United States, the District of Columbia, Puerto Rico, or Canada (excluding Quebec), (b) 13 years of age or older. If an entrant is a minor, as defined by the jurisdiction of the entrant’s primary residence (“Minor”), permission of a parent or guardian is required to participate in the Sweepstakes. Entrants must not be an employee or director, or IRS dependent, immediate family member or individual residing in the same household of, an employee or director, of Buena Vista Home Entertainment, Inc. ("BVHE"), its parent, and any subsidiaries, related and affiliated companies of each, Prize Logic, LLC or their respective parent, subsidiary and affiliated companies, advertising, promotion, or production agencies, web masters, web suppliers and any Prize Provider. Void where prohibited by law and subject to all applicable federal, state, provincial, municipal, territorial, and local laws and regulations. Participation constitutes entrant’s full and unconditional agreement to these official rules ("Official Rules") and Sponsor’s and Administrator’s decisions, which are final and binding in all matters related to the Sweepstakes. Winning is contingent upon fulfilling all requirements set forth herein.

2. Sponsor: Buena Vista Home Entertainment, Inc., 500 South Buena Vista Street, Burbank, CA 91521, USA.

3. Administrator: Prize Logic, LLC, 25200 Telegraph Road, Southfield, MI 48033, USA.

4. Timing: Sweepstakes begins at 12:00:01 A.M. Pacific Time ("PT") on February 18, 2014 and ends at 11:59:59 P.M. PT on April 18, 2014 "Sweepstakes Period"). Sponsor's computer is the Sweepstakes’ official clock.

5. How to Enter: You must register for the Sweepstakes initially through the DMR Website. Standard internet access and usage charges imposed by your online service provider will apply. Once you are a DMR member, you may enter the Sweepstakes by navigating to the "Sweepstakes" tab and following the links and instructions to enter. Once you click where indicated, you will automatically receive 1 entry into the Sweepstakes drawing. During the Sweepstakes Period, visit the DMR Website and follow the online instructions to receive additional entries into the Sweepstakes

6. Alternate Method of Entry for Additional Sweepstakes Entries: Hand print your name, address, day and evening phone numbers, email address, and your age on a 3½" x 5" card and mail it with proper postage to The Frozen: Disney Dream Day with Demi, P.O. Box 1029, Neenah, WI 54956-1029. Entries must be postmarked by April 18, 2014. All mail-in entries must be handwritten. Mechanical reproductions will not be accepted. Proof of sending or mailing of mail-in entries will not be deemed to be proof of receipt by Sponsor. Sponsor is not responsible for lost, late, incomplete, invalid, unintelligible, illegible, misdirected or postage-due mail-in entries, which will be disqualified.

FROZEN: DISNEY DREAM DAY WITH DEMI SWEEPSTAKES

NO PURCHASE OR PAYMENT NECESSARY. A PURCHASE WILL NOT ENHANCE YOUR CHANCES OF WINNING.

MANY WILL ENTER, FEW WILL WIN.

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7. General Conditions on Entry: Once submitted, all entries become the exclusive property of Sponsor and will not be acknowledged or returned, nor will any correspondence be exchanged with any entrant. Limit: Each entrant may receive up to 100 Sweepstakes entries total during the Sweepstakes Period through a combination of the methods described above. Limit 1 prize per entrant. Multiple entrants are not permitted to share the same e-mail address. Any attempt by any entrant to obtain more than the stated number of entries by using multiple/different e-mail addresses, identities, registrations, logins, or any other methods will void entrant’s entries and that entrant will be disqualified. Any use of any micro, robotic, automatic, programmed, or like entry methods will void all such entries affected by such methods and entrants using such methods will be disqualified. ATTEMPT BY ANY PERSON TO DELIBERATELY DAMAGE THE WEBSITE(S) OR UNDERMINE THE LEGITIMATE OPERATION OF THE SWEEPSTAKES IS IN VIOLATION OF CRIMINAL AND CIVIL LAWS AND IF SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK REMEDIES AND DAMAGES FROM ANY SUCH PERSON TO THE FULLEST EXTENT PERMITTED BY LAW, INCLUDING CRIMINAL PROSECUTION.

8. Winner Selection: The odds of winning a Sweepstakes prize depend on the number of eligible entries received during the Sweepstakes Period. Administrator is an independent judging organization whose decisions regarding the administration and operation of the Sweepstakes and the selection of the potential winners are final and binding in all matters related to the Sweepstakes. Administrator will randomly select the potential Sweepstakes winners from among all eligible entries during the Sweepstakes Period, on or around Apr 25, 2014.

Each potential winner will be notified by mail, e-mail and/or phone. If a potential winner cannot be contacted, fails to execute and return all documentation within the required time, fails to pass a skill test (Canadian residents only – see Section 11 for more details), is found to be ineligible or is non-compliant with the Official Rules for any reason, then the potential winner forfeits such prize and Sponsor may select another potential prize winner, as time permits. In the event that a potential winner is disqualified for any reason, Sponsor will award the applicable prize to an alternate winner by random drawing from among all remaining eligible entries. In such cases where a prize is not accepted or where a prize is forfeited, there will, as necessary, be 3 alternate drawings, after which the prize, if not accepted by an eligible winner, will not be awarded. For U.S. residents, the prizes will be fulfilled approximately 8 to 10 weeks following winner verification. For Canadian residents, the prizes will be fulfilled the later of either approximately 2 to 3 weeks after the receipt of their skill test or approximately 8 to 10 weeks following winner verification.

9. Prizes and Approximate Retail Value (“ARV”):

1 GRAND PRIZE: 1 grand prize winner will receive a 4-day/3-night vacation package for 4 people to Anaheim, California, USA (“Grand Prize Trip”). The Grand Prize Trip will include four (4) roundtrip Main Cabin Travel Authorization Certificates (each a “Travel Certificate”) on American Airlines or its “Airline Associates” (American Eagle or the American Connection® carrier) from any city served by American Airlines or its Airline Associates redeemable for air travel within/between Hawaii/Alaska and between the 48 contiguous United States, Caribbean, Bermuda, Bahamas, Canada and Mexico for the grand prize winner and up to 3 travel companions between the major commercial airport closest to the grand prize winner’s residence (as determined by Sponsor in its sole discretion) and a major commercial airport near New York City, New York (approximate retail value (“ARV”): up to USD $1,600 (if the grand prize winner lives within 150 miles of New York City, New York airfare and roundtrip airport ground transfers will not be provided); accommodations for 3 nights in the Disney Dream Suite (ARV): USD $2,500); admission and a private guide for 4 people of the Intrepid Sea, Air & Space Museum Complex (ARV: USD $1,400); Additional Accommodations including food and souvenirs (ARV): USD $2,000); Cost of contracting Demi Lovato for the day ($2,000); The ARV of the Grand Prize is USD $9,500/ CAD $9,943.65. ARV may vary from actual value, depending on date and point of departure. Any difference between stated and actual value shall not be awarded.

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The Grand Prize Trip may only be awarded to a winner 18 years or older. In the event the selected potential grand prize winner is a Minor, the Grand Prize Trip will be awarded to his/her parent or legal guardian. Travel companions must be 18 or the age of majority in his/her jurisdiction of residence, unless: (a) such Minor travel companion is the child or legal ward of the grand prize winner; or (b) such Minor travel companion is accompanied by their parent/legal guardian.

All grand prize-related travel arrangements will be administered by Sponsor’s authorized designee. All travel must be booked prior to departure. Grand prize travel is subject to capacity controls, availability, weather, seasonal influences, and certain other restrictions, all of which are subject to change. No changes will be made to travel details once any element(s) of the travel arrangements have been booked, except at Sponsor’s sole discretion. Sponsor will not replace any lost or stolen tickets (including any event tickets or admission passes), travel vouchers or certificates or similar items once they are in the grand prize winner’s possession or in the possession of a travel companion. Once hotel and flight arrangements have been confirmed, no changes will be allowed except by Sponsor in its sole discretion. No refund or compensation will be made in the event of the cancellation or delay of any flight. If the grand prize winner elects to travel or partake in the grand prize with fewer travel companions than allowed for or no travel companions, no additional compensation will be awarded to the grand prize winner.

The Grand Prize Trip is non-refundable and non-transferable. The Grand Prize Trip will be scheduled to be taken at mutually agreeable dates between the grand prize winner and the Sponsor, however the grand prize winner must book Grand Prize Trip by May 3, 2014 and complete travel by December 1, 2014. Grand Prize Trip may not be combined with any other coupon, certificates, discount, bonus, infant fare, upgrade, or promotional offers/tickets. Void if altered. Reservations must be made through Sponsor or its agent and tickets issued prior to departure. Booking and travel dates must fall into the range as specified. Changes to reservations, once made, are not permitted. Substitutions will not be allowed. Travel is subject to availability.

The grand prize winner and travel companions hereby acknowledge that Sponsor has not and will not obtain or provide travel insurance or any other form of insurance for any part of the Grand Prize Trip. It is the responsibility of the grand prize winner and his/her travel companions to arrive at the designated gateway airport in time for each flight that is part of the Grand Prize Trip.

The grand prize winner and his/her travel companions are responsible for all in-room charges (e.g., mini-bar, movies), telephone calls, meals, beverages, gratuities, upgrades, personal incidentals, amenities, and any other fees and expenses not specifically mentioned in these Official Rules. The grand prize winner will be required to provide a major credit card upon hotel check-in and all in-room charges will be charged to the credit card. Any damage to the room attributed to the grand prize winner and/or his/her travel companions will be the responsibility of the grand prize winner.

Sponsor bears no responsibility if any event, element or detail of the Grand Prize Trip is canceled, postponed or becomes unavailable for any reason. Should any event, element or detail of the Grand Prize Trip become unavailable, Sponsor shall have no obligation to the grand prize winner aside from providing the travel portion of the Grand Prize Trip, minus any unavailable event, element or detail. The grand prize winner and his/her travel companions shall be subject to all terms and conditions printed on any ticket issues in conjunction with the Grand Prize Trip. In the event the grand prize winner and/or travel companion(s) is denied entry into any ticketed location or is removed or barred from any ticketed location for any other reason, Sponsor is not responsible and no further compensation or award will be provided.

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American Airlines Travel Certificates Terms: Winner is responsible for the full cost of transportation to and from the closest American Airlines departure city and their place of residence. Winner is responsible for any and all applicable fees, service charges, surcharges or passenger facility charges and all insurance costs, federal, state, local and foreign taxes, if any, gratuities, meals, incidentals and any other unspecified expenses associated with acceptance or use of the prize. Travel Certificates are valid one year from the date issued. Expiration date cannot be extended. If winner is unable to travel these dates, the prize will be forfeited. Travel Certificates may be used for air travel wholly on American Airlines or its Airline Associates. Travel Certificates are redeemable for air travel within/between Hawaii/Alaska and between the 48 contiguous United States, Caribbean, Bermuda, Bahamas, Canada and Mexico. Travel Certificates are not returnable or redeemable for cash, except where required by law. Lost, stolen or damaged Travel Certificates will not be replaced. Travel Certificates do not include a $3.20 Federal Excise Tax which will be imposed on each flight segment in the passenger's ticketed itinerary. A flight segment is defined as a takeoff and a landing. Travel Certificates do not include Passenger Facility Charge(s) of up to $18.00, depending on itinerary or September 11th Security Fee of up to $10 per round-trip. Taxes and fees are the responsibility of the passenger and must be paid upon booking/ticketing the Travel Certificates. Taxes, fees, terms, and conditions are subject to change without notice. It is the responsibility of the passenger to be in possession of all necessary documentation (e.g. valid passport, visa where applicable) at the time of departure from origin. American Airlines reserves the right to deny boarding to passengers without the proper documentation. Other restrictions may apply. Travel Certificates have no implied warranties and are not credit or debit cards. Travel must originate and end at the airport nearest winner’s home that is served by American Airlines or its Airline Associates. Travel is subject to availability and certain other restrictions, which are subject to change in the sole discretion of American Airlines. Winner and winner’s guests must travel together on the same itinerary, including the same departure date, destination and return date. No stopovers are permitted on tickets issued as a prize; if a stopover occurs, the prize will terminate at the stopover point and full fare will be charged for the remaining segments, including the return, of the trip. Travel using Travel Certificates does not qualify for American Airlines AAdvantage® mileage credit or elite status. Sponsor is not liable for any expenses incurred as a consequence of a flight cancellation or flight delay. Schedules subject to change without notice. American Airlines reserves the right to revise rules and conditions at any time without notice. See Exhibit A for full terms and conditions for Travel Certificates.

25 FIRST PRIZES: 25 first prize winners will each receive a Frozen regular DVD. The ARV of each first prize is USD $18.99/CAD $19.91. The ARV of all first prizes is USD $474.75/CAD $497.68.

Total ARV of all Sweepstakes prizes: USD $9974.75 / CAD $10440.57 .

Additional Terms and Conditions: Prizes may not be declined once awarded to and accepted by winner. Prizes may not be bartered, transferred, sold, or redeemed for cash value in whole or in part. Sponsor, in its sole discretion, reserves the right to substitute a listed prize for one of equal or greater value if the designated prize should become unavailable for any reason or unreasonably difficult to fulfill. Winners must pay all applicable taxes and fees for prizes accepted.

10. Limitations on Liability: By entering, entrants agree that Sponsor, Administrator, Prize Providers and their respective parents, subsidiaries and affiliated companies, advertising and promotion agencies, and all of their respective officers, directors, employees, representatives and agents (collectively "Released Parties") will have no liability whatsoever, and shall be released and held harmless by entrants, for any injuries, claims, losses or damages of any kind to persons, including death, or property resulting in whole or in part, directly or indirectly, from acceptance, possession, misuse or use of any prize or participation in this Sweepstakes or participation in any Sweepstakes-related travel or other activity, or entrant’s failure to comply with the Official Rules. The Released Parties shall not be liable to any winner or any other person for failure to supply any prize(s) or any

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part thereof, by reason of any acts of God, any action(s), regulation(s), order(s) or request(s) by any governmental or quasi-governmental entity (whether or not the action(s), regulation(s), order(s) or request(s) prove(s) to be invalid), equipment failure, terrorist acts, earthquake, war, fire, flood, explosion, unusually severe weather, hurricane, embargo, labor dispute or strike (whether legal or illegal), labor or material shortage, transportation interruption of any kind, work slow-down, civil disturbance, insurrection, riot, or any other cause beyond the Released Parties’ control. The Released Parties are not responsible for illegible, lost, late, damaged, incomplete, misdirected, or stolen entries; or for typographical or other errors in the offer or administration of this Sweepstakes, including but not limited to: errors in advertising, Official Rules, selection and announcement of the winners and distribution of prizes; or for lost, interrupted or unavailable network, server, satellite, Internet Service Provider (ISP), website or other connections, availability or accessibility; or for miscommunications, failed computer, telephone or cable transmissions, lines, or technical failure; or jumbled, corrupted, scrambled, delayed, or misdirected transmissions, computer hardware or software malfunctions, failures or difficulties; or for any other errors of any kind whether human, mechanical, electronic, technical or network; or for the incorrect or inaccurate capture of entry or other information or the failure to capture any such information; or for any misdirection or delay of any e-mail to be received on account of technical problems or traffic congestion on the Internet or DMR Website, or any combination thereof, including any injury or damage to entrant’s or any other person’s computer related to or resulting from participation in or downloading or uploading any materials in connection with the Sweepstakes; or for any incorrect or inaccurate information, whether caused by site users, tampering, hacking, or by any equipment or programming associated with or utilized in the Sweepstakes; or for any personal injury, death, or damage to or loss of property, arising out of receipt or use or misuse of any prize produced and/or manufactured by a prize provider or other third party.

11. General Conditions: Persons who tamper with or abuse any aspect of the Sweepstakes as solely determined by Sponsor, will be disqualified, and Sponsor reserves the right to terminate such entrant's eligibility. Sponsor may also disqualify any person that acts in an unsportsmanlike or disruptive manner, or with intent to annoy, abuse, threaten or harass any other person or for any other good cause reason solely determined by Sponsor. Should any portion of the Sweepstakes be, in Sponsor's sole opinion, compromised by virus, worms, bugs, non-authorized human intervention or other causes which, in the sole opinion of Sponsor, corrupt or impair the administration, security, fairness or proper play, or submission of entries, Sponsor reserves the right at its sole discretion to suspend, modify or terminate the Sweepstakes, and select winner from entries received prior to action taken or as otherwise deemed fair and appropriate by Sponsor. In the event of a dispute regarding prize claims or entries received from multiple users having the same address, the authorized subscriber of the address at the time of entry used to enter, and not the name on the entry form, will be deemed to be the entrant and must comply with these Official Rules. Authorized account subscriber is the natural person who is assigned the address by the Internet Service Provider (ISP), on-line service provider, or other organization responsible for assigning e-mail addresses.

Except where legally prohibited, winner grants (and agrees to confirm in writing) permission for the Released Parties to use his/her name, photograph, voice, likeness, and/or statements made by, or attributed to winner in all media now known or hereafter discovered, worldwide, including, without limitation, on the World Wide Web, without notice, review or approval or compensation and in perpetuity. To claim a prize, the winner (or if a Minor, Minor’s parent or legal guardian) may be required to sign and return to Administrator, within 10 days of the date the notice is sent an affidavit of eligibility, liability release, publicity release (if winner is a Canadian resident, a declaration of compliance) and other paperwork. The grand prize winner’s travel companions may also be required to sign and return a liability and/or publicity release(s) and other paperwork at the same time the grand prize winner returns his/her affidavit of eligibility, liability release, publicity release (if the grand prize winner is a Canadian resident, the declaration of compliance) and other paperwork. All potential winners from Canada will be required to correctly answer a time-limited skill testing question without any assistance in order to be eligible to receive a prize or such prize will be forfeited.

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If any prize notification or prize is returned as non-deliverable, such prize will be forfeited and an alternate winner may be selected as further described in Section 8 above. Noncompliance with any of the foregoing or any portion of these Official Rules may result in disqualification and awarding of the prize to an alternate winner. Federal, state, provincial, territorial, and local taxes and all other expenses not specified herein are winner's sole responsibility. If a winner is a U.S. resident, he/she may receive an IRS Form 1099 reflecting the actual value of his/her prize. Sponsor may assign all rights granted by entrants and winners hereunder to any party at Sponsor’s sole discretion.

12. Disputes/Choice of Law: Except where prohibited, entrant agrees that: (a) any and all disputes, claims and causes of action arising out of or connected with this Sweepstakes (excluding any and all disputes, claims and cause of action arising out of or connected with the use of any of the prizes awarded in the Sweepstakes) shall be resolved individually, without resort to any form of class action, and exclusively by the United States District Court for the Eastern District of Michigan (Southern Division) or the appropriate Michigan State Court located in Oakland County, Michigan, U.S.A.; (b) any and all claims, judgments and awards shall be limited to actual out-of-pocket costs incurred, including costs associated with entering this Sweepstakes, but in no event attorneys’ fees; and (c) under no circumstances will entrant be permitted to obtain awards for, and entrant hereby waives all rights to claim, indirect, punitive, incidental and consequential damages and any other damages, other than for actual out-of-pocket expenses, and any and all rights to have damages multiplied or otherwise increased. All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of the entrant and Sponsor in connection with the Sweepstakes shall be governed by, and construed in accordance with, the laws of the State of Michigan, without giving effect to any choice of law or conflict of law rules (whether of the State of Michigan or any other jurisdiction), which would cause the application of the laws of any jurisdiction other than the State of Michigan, U.S.A.

13. Privacy: Information collected from entrants is subject to Sponsor’s Privacy Policy. We encourage you to read this policy, which can be found at http://corporate.disney.go.com/corporate/pp.html.

14. Winners List: To obtain the names of the winners, send a properly stamped self-addressed envelope, by May 3, 2014, to Frozen: Disney Dream Day with Demi, Winners List, P.O. Box 251328, West Bloomfield, MI 48325 USA.

15. Prize Providers: American Airlines, Inc. and American Airlines Vacations LLC, 4333 Amon Carter Blvd., Fort Worth, Texas 76155; Disney Publishing Worldwide, 1101 Flower Street, 2nd Floor, Glendale, California 91201

American Eagle® service is operated by American Eagle Airlines, Inc., SkyWest Airlines, Inc., ExpressJet Airlines, Inc., or Republic Airline Inc. American Connection® service is operated by Chautauqua Airlines, Inc.

AmericanAirlines, AmericanAirlines Vacations, AAdvantage, American Eagle and American Connection are trademarks of American Airlines, Inc.

© 2013 Disney

All currency conversions based on listed exchange rate as of November 14, 2013.

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Contact Us

Aaron Aragonez

Pippa Bowen

Sarah Cole

Jacqui Haspell

Megan Ono

Billy Tran

PCBowen3@gmail.com

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