Bolt Case Study
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Bolt Case Study

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Global Experience Specialists (GES) branded entertainment division created a major promotional tour for Disney’s animated movie Bolt. The creative team orchestrated fun, out-of-the-box activities, ...

Global Experience Specialists (GES) branded entertainment division created a major promotional tour for Disney’s animated movie Bolt. The creative team orchestrated fun, out-of-the-box activities, which included 40 human-size hamster balls, Miley Cyrus and John Travolta, and raising awareness and donations for charity. Tour details are a click away.

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Bolt Case Study Document Transcript

  • 1. Case Study | Bolt Across America TourDisney’s “Bolt Across America” tourmakes millions of brand impressionsOverviewGlobal Experience Specialists (GES) created a major promotionaltour for Disney’s animated movie Bolt orchestrating fun, out-of-the-box activities and staffing the event during its nationwide trip.The cross-country tour, inspired by the title character’s moviejourney, generated unprecedented awareness leading up to thefilm’s release.ges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)
  • 2. Case Study | Bolt Across America TourObjectives• Create a promotional tour around Bolt and its Thanksgiving Day release.• Launch the tour in New York City and visit as many major U.S. cities as possible during the 16 weeks leading up to the film’s Los Angeles premiere.• Create live publicity stunts in each regional market, highlighting key scenes and experiences from Bolt’s cross-country journey.• Raise awareness and donations for ASPCA®, the nation’s leading animal welfare organization.Solutions• “Bolt Across America” kicked off in New York City with an event featuring Miley Cyrus, the voice of Penny from the film.• Inspired by the film, GES created 40 human-sized hamster balls in which media personalities, reporters and even their dogs could broadcast live on TV, radio and the Internet.• Four “Bolters” from GES traveled from city to city, encouraging participants to ride in “The Ball,” see the movie and pledge dollars to ASPCA® via a link on the Bolt website.• A tricked-out, bright red Bolt-branded RV and trailer housed staff, props and giveaways along the tour.Results• The tour garnered massive film and brand awareness for Disney, generating more than 18 million total impressions.• After logging 16,500 miles across 32 cities nationwide, the tour culminated in a roll down the Testimonial red carpet at the film’s Hollywood premiere. “It’s a great, tangible way for consumers to touch• More than 2,000 people took rides in “The Ball” and feel our films before they come out.” including celebrity DJs and news anchors. —David Sieden,• “Bolt Across America” received a key to the city in Sandy Springs, Director National Promotions, Disney Utah, and Dallas created an official “Bolt Across Dallas Day.”ges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)