DMT recognizes Disney/Marvel characters on product,bringing them to life in a smart device. App flow:1)Character on product is scanned 2)Character animation plays 3)Animated count-down is activated. A new sticker is revealed after 2 minutes 4)A star is awarded and recorded on calendar 5)Stickers are saved in albums. New characters can be unlocked with product.

DMT launched in 149 countries, 8 languages on Day 1, on Apple and Android. Featured as Best New Apps for Kids by Apple. Holistic campaign around longer brushing delivered by Oral-B and DMT on packaging,in Disney media, in stores and dental offices, social platforms, PR.

Proven effectiveness: Disney Magic Timer by Oral-B is proven to extend brushing time for 98% of children in a clinical study. The study demonstrated that just 7% of kids brush for full 2 minutes unaided. With the Disney Magic Timer 3 out of 4 kids brushed for 2 minutes – a 10X increase in results. AppStore reviews reveal that the app helps kids brush longer and brushing is no longer a fight for moms.

Usage: DMT was featured as Best New App for Kids by Apple on the AppStore. It became # 1 downloaded free app for Kids 6 to 8 on iPhone multiple times in 15 countries and # 3 downloaded free app on iPad in Health & Fitness category. The app reached 360,000 downloads in 8 weeks

Reach: PR and social media campaign delivered 436,000,000 impressions in just 8 weeks in the US.