Up Case Study - GES

286 views

Published on

GES and Disney/Pixar teamed up to create one of the most unique promotional tours in Hollywood history. During its five-week, 20-city cross-country trip, the “Up, Up and Away” tour offered media personalities and celebrities the chance to ride in the sky tethered to 68 balloons! The ensuing media coverage drove fans to theaters and resulted in a record-breaking opening weekend for Disney/Pixar

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
286
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Up Case Study - GES

  1. 1. Case Study | Up, Up and Away TourDisney/Pixar’s “Up, Up and AwayTour” lifts celebrities and mediapersonalities nationwideOverviewGES and Disney/Pixar teamed up to create one of the most uniquepromotional tours in Hollywood history. During its five-week,20-city cross-country trip, the “Up, Up and Away” tour offeredmedia personalities and celebrities the chance to ride in the skytethered to 68 balloons! The ensuing media coverage drove fansto theaters and resulted in a record-breaking opening weekendfor Disney/Pixar.ges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)
  2. 2. Case Study | Up, Up and Away TourObjectives• Maximize nationwide media attention and press coverage by engaging reporters in an unforgettable publicity stunt in 20 U.S. cities.• Incorporate guerilla marketing strategies to reach thousands of moviegoers at theaters nationwide.Solutions• Inspired by the film’s main character, GES built an exact replica of Carl Fredricksen’s easy chair and tethered it to 68 giant, Up-branded polyurethane balloons.• The “air chair” was built to FAA standards using lightweight carbon fiber materials and provided 450 lbs of lift!• Street teams distributed 900,000 limited-edition Up giveaways to guests in 100 theaters nationwide.• 50 theaters across the country received 200 multi-colored, Up-branded helium balloons for the film’s opening day.Results• The tour achieved more than 63 million media impressions spanning broadcast, radio, print, web and live event attendees.• Coverage included major networks and publications such as LIVE with Regis & Kelly, Entertainment Tonight, Good Day LA, Boston Globe, Chicago Tribune, Dallas Morning News, and the Washington Post.• With a 68.2-million-dollar opening weekend, Up is the third-largest film opening for Disney/Pixar.• The “Up, Up and Away” tour won multiple awards for Best PR Event: Best Events Award, Stevie Award, Promo Magazine’s Pro Award, and Summit International’s Marketing Effectiveness Award.•ges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)

×