I was incredibly excited to work on this project due to the prestige of working with Disney Animation Studios. Their work is simply unparalleled, so being able to work with Disney was a dream come true. Big Hero 6 was a lot of fun to work on. They loved the concept and design of our proposal, leading to a fun campaign.

3. AND A CREW OF LIKE-MINDED FRIENDS
UNIQUE POWERS
A KNACK FOR INNOVATION
ENDLESS COURAGE

4. DISNEY’S NEWEST HEROES
Big Hero 6 is an animated adventure that provides a new franchise
opportunity for Disney. Stradella Road presents a series of digital concepts
that will create a bond between the Big Hero 6 and kids of all ages.

5. Everybody Needs a Baymax
Whether you’re a superhero or a mere mortal, you need that one person you can
always count on, the one who has your back no matter what. Baymax is that
dependable friend.
Your Personal Superpower
Every member of the team brings a unique talent to the table—
so we’ll highlight the talents and superpowers of fans of all ages.
Science is Cool
The technology and innovation in Big Hero 6 is a perfect starting point for a
conversation about the possibilities for innovation in our own world.
OUR TENTPOLE CONCEPT
IS BUILT ON THREE THEMATIC
TOUCH-POINTS OF BIG HERO 6:

7. TENTPOLE CONCEPT:
“BIG HERO BAYMAX,”
AN ONLINE EXPERIENCE
“Big Hero Baymax” is a cutting-
edge web experience that takes
advantage of the most up-to-date
HTML5 technologies. Fans are
invited into Hiro’s bedroom, where
they come face to face with the
film’s lovable robot. This is not your
average web site: Onscreen,
Baymax feels vividly alive, blinking
at the user, waving hello, and
eagerly awaiting interaction.
Backgrounds are full screen and
cinematic, immersing fans in the
intimacy of Hiro’s room.
Simple questions will appear on the screen – “What’s your name?”, “What’s your
favorite subject in school?”, “How are you feeling today?” – as multiple choice answers
that make users feel like Baymax is their very own digital caregiver. Their answer will
prompt physical or verbal responses from Baymax, and in some cases will unlock
additional content.
Think of “Big Hero Baymax” as a reverse-Tamagotchi experience that fosters an
emotional connection.

8. TENTPOLE CONCEPT: “BIG HERO BAYMAX,”
AN ONLINE EXPERIENCE (CONTINUED)
Visitors can have all sorts of
endlessly repeatable interactions
with Baymax, like kicking a ball back
and forth, asking him to do his
favorite dance, and seeing who can
stand on one foot the longest.
Aside from helping to create a bond
between the fan and Baymax, this
kind of one-person gaming
functionality is endlessly entertaining.

9. Conversations with Baymax will
unlock members of the Big Hero 6
team as they are relevant to their
conversation. (“Feeling bored? Let
me introduce you to my friend
Wasabi No-Ginger. No one can be
bored around him for long!”) As
heroes become unlocked, visitors
will be granted access to his or her
bio and be able partake in a game
or challenge that relates to the
unlocked hero’s special ability or
technical skill.
Unlocked heroes will be housed in
modules that can live on other
online destinations owned by
Disney or its partners.
TENTPOLE CONCEPT: “BIG HERO BAYMAX,”
AN ONLINE EXPERIENCE (CONTINUED)

10. Parents and adults will discover
the “Big Hero Baymax” experience
through a paid, earned, and
owned media campaign. Retro-
futurist travel ads promote San
Fransokyo as the city of tomorrow,
a mash-up of gorgeous neon,
technological innovation, and
superheroic adventure.
The ads tout the San Fransokyo
Science Academy, and feature
Baymax as a civic spokesperson.
The ads links to the “Big Hero
Baymax” experience.
TENTPOLE CONCEPT: “BIG HERO BAYMAX,”
AN ONLINE EXPERIENCE (CONTINUED)

12. CUSTOM VINYLMATION:
“BUILD YOUR OWN BAYMAX”
What’s bound to be the most common reaction when audiences first meet Baymax?
“I want one!”
We’ll give fans what they want with a Facebook application that allows them to take the
blank white Baymax canvas and make it their own with colors and designs, a twist on
Disney’s popular Vinylmation toys.
• Users are able to share their creation as a
custom social image.
• Top 10 custom Baymaxes will be
displayed at theaters in 10 major markets
on opening weekend.

13. REAL-WORLD ACTIVATION:
“HEROIC FOOD TRUCKS”
Wasabi No-Ginger. Honey Lemon. The marshmallow-esque Baymax. Is it just us or do the
heroes of Big Hero 6 make one’s mouth water?
Big-Hero-6-themed food trucks will make the rounds in three major markets—Los Angeles,
New York, and Chicago—offering fans cuisine inspired by the film.
So who wants a Hiro-Hero Sandwich with some Honey Lemon Sorbet?
• Kickoff with national or local morning TV shows, encouraging fans to locate the food truck
via announcements on Twitter.
• Selfie stations featuring character standees encourage social photo ops for families.
• High-concept dishes offer an educational culinary experience for fans of all ages, as well
as a focus on innovative cooking methods.
• Partner with chefs of various ethnic backgrounds to draw attention the multicultural cast.
• Food trucks also appear at select theaters on opening weekend.

14. FULL SERVICE SOCIAL
MARKETING IDEAS
Stradella Road is a full service digital agency, offering socially-inspiring strategy,
web and app development, design, and social media marketing.
Our “Big Hero Baymax” experience reaches kids with a web-based experience,
but parents and adult fans will want to spread the word via social. We’ll use
Facebook, Twitter, and Instagram to implement programs like those on the
following pages.
Stradella Road can create and implement select social media campaign
strategies for Big Hero 6 like the following, or we can take on the film’s full social
media marketing campaign.

15. HISPANIC SOCIAL ACTIVATION:
“MEET HONEY LEMON”
Honey Lemon has the potential to be the breakout character of Big Hero 6. Not
only is she a science-minded female superhero, she’s also Hispanic. We’ll use
her as an entry point for engaging Spanish-speaking fans.
• “Honey Lemon Twitter Takeover” - Partner to have Honey Lemon tweet from
the accounts of prominent Latino personalities (e.g., Eva Longoria, Sofia
Vergara).
• Honey Lemon Quotes - Celebrate Honey Lemon with branded movie quote
cards on Instagram, Facebook, and Tumblr.

16. SOCIAL ACTIVATION:
“WHO’S YOUR #HERO6?”
Friendship is maybe the most important theme of Big Hero 6. And audiences of all
ages know that there are few things more important than your friends.
“Who’s Your #Hero6?” will ask Disney superfans to recruit friends and family
members to be part of their #Hero6 crew. Crews will be asked to complete a
series of group activities on social using #Hero6 as the hashtag.
• Assignments pushed out on Facebook, Twitter, and Instagram.
• Social amplification garners attention from those who are not yet familiar with
the film.
• Heavy promotion at Disney theme parks encourages groups
to take part during their visit.

17. SOCIAL ACTIVATION:
“BE YOUR OWN HERO”
It’s impossible to meet the unique heroes of Big Hero 6 and not ask, “What kind of
superhero would I be?”
We’ll help parents harness their kids’ creativity by inviting them to transform them into their
own original superhero, complete with costume, special skills, world-saving gadgets
(made of common household items, of course), and their own superhero moniker.
• Project-based activity perfect for family bonding—or the forever-young uncle with a
Tony Stark complex.
• Custom creations shared on Facebook, Twitter, and Instagram with the most popular
creations appearing on the official Disney properties.
• Six lucky winners chosen by fans will win tickets to the premiere and see their
characters come together in an original digital comic.
• Sponsored tie-in with NYC Comic Con (Oct 9 - 12, 2014).

18. PRICING
Full social media marketing campaign………$15K/mo
• Includes social activations included in this proposal
• All social content creation and design
• Monthly content calendars
• Social profile management
• Monthly reporting
Priced separately at Disney’s request.
“Big Hero Baymax”
Baymax Custom Vinylmations
Heroic Food Trucks

19. THANKS!