Mobile Website Proves a Magical Kingdom for Disney

Disney’s kid-oriented mobile website has seen a surge in new traffic and user-engagement numbers in the first quarter of 2009.

Helping grow the new interest and traffic are the recent mobile promotions including the Magical Celebrations Sweepstakes, the launch of an iPhone version of the site and a mobile cross-promotion for the Hannah Montana movie.

You just had to know that Hannah Montana was involved somehow, right?

Getting to the stats, mobile page views in Q1 increased 38 percent since the previous quarter, with SMS messages up nearly 600 percent in the same period.

Incredibly, since it’s launch two years ago, the Disney mobile site has streamed more than 2 million minutes of audio and generated over 135,000 personalized voice tone greetings from Disney characters.

Also attributing to the traffic growth has been the addition of new sections of the site including:

· A new gadgets portal that features connected mobile to online games

· An expanded characters portal featuring in-depth mobile experiences built around popular Disney characters and franchises such as Mickey and Friends, Winnie the Pooh and Friends and Disney Fairies

· New content tentpoles supporting recently-debuted Disney Channel shows Sonny with a Chance and Jonas as well as new films like Hannah Montana: The Movie and Up

· New interactive games for JONAS and Hannah Montana where guests can unlock exclusive music and behind-the-scenes video