Toy Story 3 was one of the most anticipated movies of 2010, as the story of Woody and Buzz Lightyear would come to an end. Pixar and Disney wanted to end the series with style, so to speak, so they created a great social media campaign, which was launched months before the movie hit the theatres in June. They wanted to promote the movie using Facebook and YouTube, all the while raising awareness about the film and targeting demographic audiences that generally don’t flock to Disney animated films.
The Campaign for Toy Story 3
It was clear from the very beginning that Disney and Pixar intend to make the movie appealing to different demographics. They marketed heavily and in a distinct manner for each target audience- the Tv ads and prints were aimed at large families and children, while the social media campaign targeted students- or young adults in their twenties.
A smart move was offering special screenings of the movie on different campuses around the US. Using Facebook, students with a valid ID could sign up for the screenings. These were 65 minutes long and were meant to engage the audience, leaving them wanting more.
They also targeted Generation X viewers with a funny video on YouTube called “Groovin’ with Ken”. The clip has a Lifestyle of the Rich and Famous appeal to it, and it introduces one of the funniest character on film- Ken.
They went viral after in April, they launched a series of videos which were made to seem as from the 80s. The Lots-o Hugggin Bear commercials were very successful. The main clip gathered over a million views and inspired many adaptations.
They managed to promote Toy Story 3 without promoting it- the ads were for a new character in the Toy Story universe which was integral to the movies, but whose role wasn’t obvious in the commercials.
Toy Story 3 was a massive hit- both with critics and with fans- it had grossings of over a billion dollars worldwide- making it the most successful animated film. They even attracted all their targeted demographics and continued the campaign after the release, making sure that the film would not be forgotten. Are you a fan of the Toy Story series?
Sources: mashable.com, socialmediatoday.com
Photos Sources: pinterest.com, mashable.com
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