Disney XD brings Kick Buttowski character to life
by EVENTFAQS Bureau | Corporate/Brand Marketing | February 10, 2012
Disney XD is taking cartoons from two dimensional to three dimensional with a first-of-its-kind remote controlled model of its lead character, Kick Buttowski - Suburban Daredevil. This has been undertaken as part of the channel's consumer outreach programme in select markets across the country.
Under the supervision of Disney's creative team, this model was designed by a team comprising of the best-in-class minds in design and robotics, graduates from National Institute of Design (NID) and robotics students from Indian Institute of Technology (IIT) Powai. Their creation, a remote controlled life size model of Kick Buttowski on a skateboard, is making appearances at malls across 10 cities in the next few weeks. This life-like model skates unaided towards kids, catching them by surprise and giving them a true Disney XD ‘moment' of action comedy and adventure. It also grooves to the music on the series' soundtrack.
Disney's marketing team wanted to create a unique, memorable and world class experience of Disney XD for kids. The NID and IIT graduates were tasked to bring alive Kick Buttowski in the form of a life-sized action figure, keeping in mind his persona and physical traits, and add some fun and surprise element for kids and their families. This element of surprise gave birth to the idea of making him move around in the mall atrium and to follow kids. This was made possible by the robotics students from IIT Powai, who attached a special motor with a remote control, thus allowing Kick to tail kids around him on his skateboard.
Commenting on this innovation, Bikram Duggal, Director Marketing, Walt Disney Television International India said: "Interactive experiences that connect with kids and families at multiple levels have always been the center-piece of our marketing activities. This first-of-its-kind innovation complements our recently launched language feeds in Marathi and Bengali, which is a first for a kid's channel. Our consumer campaign with the moving Kick Buttowski and action superhero Spiderman on the back of a strong content push is already showing an upswing in the reach and GRPS of Disney XD in Hindi speaking markets."