Summer Blockbusters, Not Just In Theaters

With many U.S. schools letting students out for summer break, there’s a lot of Internet-savvy teens and tweens with time to occupy. This summer, we’re seeing many of our customers targeting this audience with multi-platform programming, making content available through both off-line and broadband channels.

This week, the Walt Disney Internet Group (WDIG) did just this with Camp Rock, a Disney Channel Original Movie, and the results were very impressive.

Over the weekend of June 21-22nd, the television debut of Camp Rock delivered an impressive 24.5 million total televisions viewers across the U.S. and Canada and reached 6.0 million Kids 6-11 and more than 6.1 million Tweens 9-14, ranking as the week’s #1 TV program in those youth demographics. Disney Channel’s debut of “Camp Rock” ranks as cable TV’s #1 entertainment telecast of the 2007-08 season (8.9 million Total Viewers). On ABC-TV, the movie was the #1 summer Saturday entertainment telecast on any broadcast network in almost six years, and is ABC Family’s #1 movie broadcast ever among Kids 6-11 and Tweens 9-14.

On Monday, June 25th, Camp Rock was made available at Disney.com. The online experience includes unique interactive content so fans can chat and play games while watching the movie. Fans can also watch in a full screen experience featuring “Camp Rock” trivia and an interactive map of the camp.

The key performance stats:

• Camp Rock video plays totaled more than 863,000
• Traffic to Disney.com increased by 37 percent on Monday, June 23 (vs. 6/22/08)
• Camp Rock Web sites (video player and supersite) scored 1.9 million visitors and 10 million page views during the entire event (6/23-24)
• Unique visitor traffic overall to Disney.com XD (DXD) on Monday, June 23 was more than twice the previous one-day record (953,592 vs. 465,421)
• The Camp Rock Channel in DXD, which hosted the video player, had more page views in one day (6/23) than any other DXD Channel has ever recorded in a full week.

“This is one of those inflection points for online entertainment at Disney.com and really shows the power of marrying great content with a great online experience,” stated Paul Yanover, executive vice president and managing director, Disney Online. “Disney Channel has created another sensation with ‘Camp Rock’ and we were thrilled to have the opportunity to feature it again on Disney.com.”

For Limelight Networks, Camp Rock marked a milestone as well: The project was the first under a recently expanded relationship between our company and WDIG. Through this relationship, Limelight Networks will provide a variety of content delivery services, including live event services, on-demand delivery, website acceleration, and professional services across many WDIG properties, including Disney Online, abc.com, ESPN.com, and Club Penguin.

The Walt Disney Internet Group has one of the broadest, most-well known content libraries in the world – from new favorites like Camp Rock to countless timeless classics. Their audience expects each of those properties to have the same fidelity when viewed online as they do when viewed in traditional formats like TV or movie theaters.We’re pleased to have expanded our relationship with WDIG for content delivery services, which dates back to 2006, so that together we can help them deliver great online experiences.

Tags: Camp Rock, Disney

This entry was posted on Thursday, June 26th, 2008 at 6:23 am and is filed under Content Delivery Network. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.