The multi-platform campaign includes 2,500 six-sheet roadside billboards and 75 digital billboards in shopping centres. There will also be 570 six-sheet adverts in cinemas.

Other elements to the campaign include 600,000 postcards in cinemas and a range of press activity such as four-page gatefolds in gaming and extreme sports titles.

Gaming and sports are key social connectors for boys so these print titles were an essential part of the campaign to ensure we successfully reached the Disney XD audience. Formats were used to create standout and generate excitement about the launch of the new TV channel," said Nicole Morse, Executive Director, Disney Channels UK.

This is supported by TV campaigns and range of online activity including an 'Ultimate Gamer Challenge' on gaming website miniclip.com and an augmented reality project that enables children to access exclusive content through their webcams.