Lightning doesn’t strike twice…unless you build the right kind of rod. No one anticipated the runaway success of Disney’s High School Musical, and now the powers-that-be are determined not to be caught unawares a second time. Fanfare and fan participation became the bookends of the High School Musical 2 marketing campaign…and even this pales in comparison to the star treatment the network is giving the soon-to-be-released Camp Rock.

The promos have been going strong for weeks, the Web site is filled with glitter and pizazz, and the debut is scheduled for June 20. Are you itching to set your DVR?

With the Jonas Brothers co-starring and a crop of fresh-faced youngsters, Disney is treating Rock like it’s the heir apparent to the Musical throne (the stars of which are moving quickly past the high school stage of their lives). But…is it?

The flick will focus on a student of less-than-fortunate means who is only able to attend an upper-class music camp when she and her mother manage to get jobs in the kitchen. The female star of Camp Rock will be touring with the Brothers this summer, only one in a cavalcade of cross-promotions which will soon ensue. The Disney PR machine is hard at work. If any company knows how to create a hit and make a star, it’s this one.