When it came to opening a sequel to a classic animated movie, Disney didn’t rest on their laurels in selling Moana 2.
Already, the original 2016 2x Oscar nominated movie has a built-in faithful; the pic being one of the most viewed Disney movies on Disney+. Expanding the brand to a worldwide audience, the Burbank, CA lot executed a multi-prong, bespoke D-Day global marketing campaign, one whose stunts arguably rivaled that of Universal’s blitzkrieg for Wicked. While that Broadway musical adaptation had LEGOs, Mattel dolls and pricey consumer fashion attire, Moana 2 roared with a drone show over the Thames river, projection mapping on the cliffs of Capri, Italy, an immersive 3D LED Tunnel 360° “Gallery” in Florence, Italy; a big digital splash around Korean’s Shinsegae department store, as well as beach-themed takeovers.
There was also a $100M worldwide promotional partner campaign, curated by Lylle Breier, Disney EVP of Partnerships,...
Already, the original 2016 2x Oscar nominated movie has a built-in faithful; the pic being one of the most viewed Disney movies on Disney+. Expanding the brand to a worldwide audience, the Burbank, CA lot executed a multi-prong, bespoke D-Day global marketing campaign, one whose stunts arguably rivaled that of Universal’s blitzkrieg for Wicked. While that Broadway musical adaptation had LEGOs, Mattel dolls and pricey consumer fashion attire, Moana 2 roared with a drone show over the Thames river, projection mapping on the cliffs of Capri, Italy, an immersive 3D LED Tunnel 360° “Gallery” in Florence, Italy; a big digital splash around Korean’s Shinsegae department store, as well as beach-themed takeovers.
There was also a $100M worldwide promotional partner campaign, curated by Lylle Breier, Disney EVP of Partnerships,...
- 12/1/2024
- by Anthony D'Alessandro
- Deadline Film + TV
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