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This is a slide show that describes the media campaign that was used by Disney and Pixar to promote the new Toy Story 3 animated film.
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Social Media
Campaign
for Toy Story 3
SWOT Analysis• Strengths: Pixar, Disney, two successful predecessors, high awareness and loyalty• Weaknesses: Targeting new
audiences• Opportunities: Facebook ,YouTube videos, iPhone applications• Threats: Other animations being
released simultaneously with Toy Story 3
Tactics:• Targeted families
and children with print and television advertisements.
Lots-O-Huggin' Bear
• A success and had over a million
views.
• Also relied on 80s nostalgia and simple word-of-mouth:
Tactics:• Groovin' with Ken• The viral YouTube video targeted an older audience by playing on the lifestyles of the rich and famous.• The campaign targeted college students by doing special campus screenings. “Disney was serious about targeting socially savvy audiences.”
Disney•Pixar partnered with social media outlet, twitter for Toy Story 3 to
have it appear on the “Trends” feed:
Tactics:
Tactics:• The campaign released an iAd for the
iPhone 4.• A Facebook page with a ticket-buying app
was also created to raise awareness for the new animation.
• The Facebook app was connected to news streams so one could share when tickets were purchased.
Social media site Facebook was
used in the campaign:
https://www.facebook.com/home.php#!/
Toy.3.Story
Tactics:
Goals and Objectives• The media campaign was
executed with the intention of targeting people in their
twenties and up.• Children and families remained loyal
to the Toy Story saga, but Disney wanted to expand their audience.• Disney and Pixar made efforts to
reach a new crowd and earn awards for their successful animation.
Results• Toy Story 3 was a huge hit
with critics, and with fans. • The film has gone on to
gross over $1 billion dollars worldwide, making it the
most successful animated film of all time.
• Walt Disney Studios Chairman Rich Ross strived to win the
biggest award in Hollywood: Best Picture.
• Toy Story 3 was nominated for Best Picture, but lost to The King’s Speech in 2011.