CASE STUDY: Grassroots promotional campaign for Disney On Ice
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In order to promote the show Disney On Ice presents Disney•Pixar's Toy Story 3, which played at Quicken Loans Arena on January 7-17, 2011, I developed an extensive grassroots marketing campaign which included community partnerships, coupon distribution, promotional giveaways and event marketing.
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CASE STUDY: Grassroots promotional campaign for Disney On Ice
- 1. 1 CLIENT: FELD Entertainment SHOW: Disney On Ice presents Disney•Pixar's Toy Story 3 CONCEPT: In order to promote the show Disney On Ice presents Disney•Pixar's Toy Story 3, which played at Quicken Loans Arena on January 7-17, 2011, Allied Integrated Marketing conducted an extensive grassroots marketing campaign which included community partnerships, coupon distribution, promotional giveaways and event marketing. MARKET: Cleveland, OH STRATEGY: In order to promote the show’s first engagement in Cleveland, Allied distributed 50,000 show coupons within the community by partnering with local retailers and organizations such as malls, non-profit organizations, large area employers, coffee shops, banks, daycares, libraries, YMCAs, etc. Coupons and posters were also distributed at area family events and attractions by brand reps who actively promoted the show. Local radio and TV stations promoted the show with on-air ticket giveaways, and on opening day, key radio partners received personalized press drops to encourage on-air mentions. RESULTS: 2,220 individual tickets were sold using the promotional code on the coupons Allied distributed. This translated into an additional $33,362 in revenue for the engagement. Overall, Allied’s campaign was a huge success! CASE STUDY CASE STUDY ADDITIONAL PROMOTIONAL CAMPAIGNS DEVELOPED FOR FELD ENTERTAINMENT: 2009 •Disney On Ice: 100 Years of Celebration (Youngstown, OH) 2010 •Disney On Ice: Let’s Celebrate! (Cleveland, OH) •Monster Jam (Columbus, OH) •Thunder Nationals (Dayton, OH) •Monster Jam (Cleveland, OH) •Disney On Ice: 100 Years of Celebration (Columbus, OH) •Ringling Bros: Zing Zang Zoom (Youngstown, OH) •Ringling Bros: Zing Zang Zoom (Cincinnati, OH) •Ringling Bros: Zing Zang Zoom (Dayton, OH) •Ringling Bros: Zing Zang Zoom (Columbus, OH) •Monster Jam (Cincinnati, OH) •Ringling Bros: Funundrum (Cleveland, OH) •Disney On Ice: Princess Wishes (Youngstown, OH) 2011 •Disney On Ice: Toy Story 3 (Cleveland, OH) •Ringling Bros: Zing Zang Zoom (Cleveland, OH) •Ringling Bros: Zing Zang Zoom (Corbin, KY) •Ringling Bros: Zing Zang Zoom (Florence, KY) •Ringling Bros: Fully Charged (Youngstown, OH)