Toy Story 3 Takes Social Media To Infinity and Beyond!PUR3000 Presentation By: Zoe Stiling, Daniel Wadi, and Dominque Lewi...
Disney Pixar’s Toy Story 3 was looking to take viral movie marketing to a new level…<br />PURPOSE<br />
To satisfy their purpose Pixar had specific objectives in mind to optimize site traffic and lead conversation:<br /><ul><l...
Utilize television, print and social media to their fullest potential
Target individuals in their 20’s via Facebook, YouTube and movie screenings
Targeting families and younger children with their TV and print campaigns.</li></ul>OBJECTIVES<br />
Many masterful programming tactics were used in the execution of this social media campaign.<br />Campaigns for the film w...
Disney and Pixar announced special cliffhanger screenings of Toy Story 3 at college campuses around the country.<br />Usin...
Disney Pixar also targeted older Generation X viewers with its “Groovin’ with Ken” character profile and Lifestyles of the...
The mainLotsoclip has been viewed more than 1 million times on YouTube <br />Opened up a wave of press and blog coverage t...
Made to look like 1980s TV--commercials recorded to VHS<br />
Along with Promoted Tweets, Twitter announced a new form of advertising it was testing called Promoted Trends. <br />Toy S...
Twitter Trending <br />
The official Facebook page for toy story has nearly 25 million likes.<br />https://www.facebook.com/PixarToyStory<br />A F...
STRENGTHS: Pixar and Disney are two large entities that have already established loyalty and brand awareness<br />WEAKNESS...
Targeted children and families with print and television ads<br />Targeted teens and college audience with online ads and ...
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Toy story 3 takes social media to infinity

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A presentation for a public relations group project at USF on effective social media campaigns.

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Toy story 3 takes social media to infinity

  1. 1.
  2. 2. Toy Story 3 Takes Social Media To Infinity and Beyond!PUR3000 Presentation By: Zoe Stiling, Daniel Wadi, and Dominque Lewis<br />
  3. 3. Disney Pixar’s Toy Story 3 was looking to take viral movie marketing to a new level…<br />PURPOSE<br />
  4. 4. To satisfy their purpose Pixar had specific objectives in mind to optimize site traffic and lead conversation:<br /><ul><li>Implement Facebookin a usable and relevant way to both spread information and provide a call-to-action.
  5. 5. Utilize television, print and social media to their fullest potential
  6. 6. Target individuals in their 20’s via Facebook, YouTube and movie screenings
  7. 7. Targeting families and younger children with their TV and print campaigns.</li></ul>OBJECTIVES<br />
  8. 8. Many masterful programming tactics were used in the execution of this social media campaign.<br />Campaigns for the film were strategically implemented:<br />Before its release<br />During its release<br />After its release <br /><ul><li>The programming facet of the campaign solidified Toy Story 3‘s role in history for effective uses of social media and viral marketing.</li></ul>PROGRAMMING<br />
  9. 9.
  10. 10. Disney and Pixar announced special cliffhanger screenings of Toy Story 3 at college campuses around the country.<br />Using Facebook, students with a valid college ID could sign up for special 65 minute screenings of the film. <br />Targeting college students and doing special campus screenings showed that Disney was serious about targeting socially savvy audiences.<br />College Kids Like Toys Too…<br />
  11. 11. Disney Pixar also targeted older Generation X viewers with its “Groovin’ with Ken” character profile and Lifestyles of the rich and famoustheme.<br />“Groovin’ with Ken” Nearly 600,000 views<br />Groovy Grandmas and Grandpas.<br />
  12. 12.
  13. 13. The mainLotsoclip has been viewed more than 1 million times on YouTube <br />Opened up a wave of press and blog coverage that extended far beyond the typical movie news cycle. <br />The ads managed to promote the film without promoting it and were successful enough that Disney released an actual collector’s edition Lotso toy in the fall of 2010.<br />A lot of Lotso!<br />
  14. 14. Made to look like 1980s TV--commercials recorded to VHS<br />
  15. 15. Along with Promoted Tweets, Twitter announced a new form of advertising it was testing called Promoted Trends. <br />Toy Story 3 was the first to benefit from Promoted Trends <br />Promoted Trends initially appear at the bottom of the Trending Topics list of Twitter and are clearly marked "Promoted". As conversations about the topic increase, Promoted Trends may move up the list.<br />Promoted Trends give marketers an opportunity to bypass making their subject a popular trending topic and can pay for it to appear in Twitter's trending list. <br />Toys Start New Twitter Trend<br />
  16. 16. Twitter Trending <br />
  17. 17. The official Facebook page for toy story has nearly 25 million likes.<br />https://www.facebook.com/PixarToyStory<br />A Facebook app allowed people to buy tickets ahead of time to see Toy Story 3. https://apps.facebook.com/ticketstogether/<br />Benefits? Buying tickets without leaving Facebook make impulse ticket buys more likely and the social aspect makes group planning that much easier.<br />Facebook becomes the new Box Office <br />
  18. 18. STRENGTHS: Pixar and Disney are two large entities that have already established loyalty and brand awareness<br />WEAKNESSES: Targeting new audiences<br />OPPORTUNITIES: Facebook, YouTube, videos, iPhone apps<br />THREATS: Other animated films being released at the same time as Toy Story 3<br />SWOT Analysis<br />
  19. 19. Targeted children and families with print and television ads<br />Targeted teens and college audience with online ads and social media material<br />Special college campus screenings to target their socially savvy audience<br />Appealed to older audience with nostalgic 80’s toy “Lotso.”<br />Partnered with social media outlet, Twitter to start “trends” feed<br />Released iAd for the iPhone 4<br />Word- of-mouth<br />Evaluation of Tactics:<br />
  20. 20. Successful? Yes!<br />The film has gone on to gross over $1 billion dollars worldwide, making it the most successful animated film of all time.<br />EVALUATION<br />
  21. 21. They Say Good Things Happen in 3’s<br />
  22. 22. http://blog.stunmedia.com/social-media-news/mashable/how-social-media-helped-toy-story-3-win-at-the-box-office/<br />All images used are copyrighted and owned my Disney, Pixar. <br />All information and Facts From:<br />

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