Toy Story 3's Social Media CampaignPresentation 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
Targeted families and children with print and television advertisements.
Also relied on 80s nostalgia and simple word-of-mouth:
A success and had over a million views.
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: https://www.facebook.com/home.php#!/Toy.3.Story
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.