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Toy Story 3's Social Media Campaign

Toy Story 3's Social Media Campaign






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    Toy Story 3's Social Media Campaign Toy Story 3's Social Media Campaign Presentation Transcript

    • 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.
      • Also relied on 80s nostalgia and simple word-of-mouth:
      Lots-O-Huggin' Bear
      • A success and had over a million views.
    • 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.”
    • Tactics:
      Disney•Pixar partnered with social media outlet, twitter for Toy Story 3 to have it appear on the “Trends” feed:
    • 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.
    • Tactics:
      Social media site Facebook was used in the campaign:
    • 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.