Cars Case Study - GES

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Global Experience Specialists (GES) created a major promotional
tour for Disney/Pixar’s 2006 animated film Cars, coordinating fun
activities and staffing the event. The cross-country tour generated
awareness about the film that contributed to a huge opening
weekend. The tour happened again in 2011 for the release of Cars 2.

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Cars Case Study - GES

  1. 1. Case Study | Cars Road Trip TourCars Road Trip Tour: DrivingAttendance at the Box OfficeNationwideOverviewGlobal Experience Specialists (GES) created a major promotionaltour for Disney/Pixar’s 2006 animated film Cars, coordinating funactivities and staffing the event. The cross-country tour generatedawareness about the film that contributed to a huge openingweekend.ges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)
  2. 2. Case Study | Cars Road Trip TourObjectives• Promote and increase awareness of Cars.• Create a large-scale tour that will give families a great day out and create lasting impressions of the film.• Use the common theme of Cars to give tour sponsor State Farm Insurance a chance to educate attendees on the benefits of its auto insurance.Solutions• Cars characters, Lightning McQueen, Sally and Mater were produced for the tour by famed movie car creator and customizer, Eddie Paul of Customs by Eddie Paul.• Tour sponsor Mack Trucks supplied the big rig used on the tour.• Photo opportunities and giveaways were offered at every stop.• The Cars tour was also on display on the red carpet at the movie’s premiere event, which also included a concert and demo race.Results• The Cars tour made 69 domestic stops in 30 states at venues ranging from NASCAR events and theme parks to shopping malls and museums.• The tour was so successful that in 2008 it began again in Europe, traveling to eight countries at stops such as motor shows and Toys“R”Us stores.• The tour garnered massive film and brand awareness for Disney/Pixar, generating more than 125 million total impressions. Testimonial “A great tangible way for consumers to touch and feel our films.” – David Sieden, Director National Promotions, Disneyges.com | 800.424.6224©2011 Global Experience Specialists, Inc. (GES)

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