High Street retail chain Woolworths is sponsoring My School Musical, a new UK talent quest which is based on the hit Disney property High School Musical.
Woolworths is backing a three-month nationwide campaign - according to Brand Republic - which will run until the end of April. It will include branding on all on and off-air promotion for the show.
The competition wlll be promoted in-store with banners directing consumers to 'Go and Vote', while there will also be POS activity featuring a cross section of HSM products.
Viewers will be asked to send in short clips of their talents to myschoolmusical.co.uk, a dedicated microsite on Disney Channel's website. Viewers of the channel will then be able to vote for their favourite performers.
Brand Republic also reported that Woolworths will create dedicated sponsorship banners for related programming on Disney Channel.