When Disney and Pixar asked us to take command of a mission to drive engagement and purchases for the Lightyear home entertainment release, we put on our astronaut gear and shot for the stars.
Our integrated advertising campaign was full of magical moments that brought the intergalactic adventure to life in unexpected ways, from a fun LEGO build of Sox at Disney’s marquee fan event D23 to engaging interactive digital content.
STEALING THE SHOW WITH SOX
We kicked off our campaign at D23, delighting 20,000 fans with the LEGO sculpture of Sox, Lightyear’s scene-stealing robot cat sidekick. (Of course we included an amazing behind-the-scenes timelapse and fan photo ops, too.)
NEXT STOP: MORE ENGAGING CONTENT
On Pixar’s YouTube channel, we extended a lighthearted film moment with our “sleep machine” video, letting fans catch some zzz’s with Sox and Buzz…for 7.5 hours!
We also created an interactive social post that let people finish Buzz’s beloved catchphrase.
EXTRA HYPERFUEL TO GET PEOPLE WATCHING AT HOME
To bring the mission home, we partnered with creators on joyful movie night content. The unconventional snack dispenser was a definite fan favorite.
With the campaign surpassing its performance goals, this mission was a stellar success.