Disney Interactive Media Group has launched an application for the Apple iPhone and iPod touch as a key element in its marketing strategy for the Disney?Pixar animated film Toy Story 3.

Disney?s first franchise portal on the iPhone, the Toy Story 3 application is free to download and lets fans play, personalize and stay connected to their favorite Toy Story characters, stories and happenings through both free and premium content that can be bought within the application, ranging in price from $0.99 to $3.99.

?Toy Story 3 marks Disney's first franchise portal approach to apps, combining both free and premium content within one app for the iPhone and iPod touch that is free to download,? said Stephen Saiz, director of marketing and digital publishing at Disney Interactive Studios, Glendale, CA.

?The app seamlessly connects to other platforms including Toy Story 3: The Video Game, in which the app can be used to control the gaming experience, and the Toy Story mobile Web site, allowing fans to play games, watch videos and stay connected to Toy Story characters, stories and happenings on the go,? he said.

?The Toy Story 3 app is targeted at fans of the Toy Story franchise and is appropriate for anyone four and over.?

Disney is no stranger to mobile applications?the company has continued to expand its paid application portfolio as part of its ongoing strategy to entertain consumers wherever they may be (see story).

Disney drives awareness of movie, sales of mobile content
Toy Story 3 is the first Disney application to feature a collectability component, where users are rewarded for exploring, playing and buying new applications with collectable, Toy Story-themed virtual Pins.

The application also features crossover with the Mac version of Toy Story 3: The Video Game, in which players can use the Toy Story 3 application on their iPhone or iPod touch to control their gaming experience.

?In terms of our content strategy, the Toy Story 3 app will also be updated with new features throughout 2010 and beyond,? Mr. Saiz said.

Available at the launch of Disney?s Toy Story 3 application is a range of content, including:

?       Woody?s Wild Ride! ($3.99) ? Users can play as Woody as he and his trusty horse Bullseye ride through the Wild West. Players can collect items with their lasso, dodge obstacles and unlock achievements.

?       Woody?s Greeting (free) ? Users can send a message to their favorite cowboy or cowgirl from Woody. They can choose from a list of names, occasions and hobbies to create their own custom greeting.

?       Operation Camouflage ($2.99) ? Users can find items camouflaged throughout Andy?s Room, Bonnie?s Room and Sunnyside Daycare in this hidden object style game.

?       Sound Around ($0.99) ? Users can listen to Buzz and Woody?s classic phrases, as well as toy sound effects from Andy?s room in the Toy Story movies.    

Here is a screen grab of the in-application call-to-action:

Download fees are billed to each user?s iTunes account.

Mr. Saiz said that the success of the Toy Story franchise and its massive following lent itself to creating an experience on the iPhone that extends well beyond just a single game tied to the movie release.

Disney wants fans to have the opportunity to experience Toy Story characters through games, sounds and personalization timed with the movie launch and beyond.

For fans looking for more Toy Story-themed content, Disney has also updated the Toy Story Mania application to include a new pin-collecting feature.

Available in iTunes for $4.99, the application is inspired by the Toy Story Mania Attraction at Disneyland and Walt Disney World Resorts, and lets players test their skills in various carnival games.

Disney/Pixar?s animated film Toy Story 3 opens in theaters today.

To market the Toy Story 3 application, Disney is using a combination of online, mobile and synergy opportunities with Disney Interactive Studios for the Toy Story 3 video game ads.

?In addition, we are always looking for new ways to promote and build awareness for our apps such as using FreeAppADay.com, a social networking website that uses viral marketing to promote new iPhone apps,? Mr. Saiz said.

?There is some movie marketing that will direct users to the application and the Toy Story 3 app cross-promotes the movie through the use of trailers, and because we embedded the Disney.com mobile site, users can also purchase and view show times from within the app,? he said.