![]() The campaign consisted of a social media sweepstakes, a custom spot, digital media, two content pieces and three Raya-themed custom recipes and kits with cobranded packaging. In targeting the pic’s prime demo, Disney hooked up with Raddish, the leading monthly subscription kit and cooking club for kids, with recipes created specifically for them to learn key culinary skills and grow confidence in the kitchen. obé Fitness and Raddish cooking club are two brands that have really met the moment, and are thriving,” Breier explains. “It’s a contemporary movie, and it’s happening at an unprecedented time in the world, and so we wanted to have a modern campaign where we could find some excellent brands that are doing a good job of meeting people where they are, just like the choice we are giving our guests to see the movie either in movie theatres or on Disney+. “We have very smart cultural consultants on the movie, our filmmakers and cast are amazing and very involved, and so we made sure to go to brands that are very authentic,” she adds.ĭisney worked with agency Gold House in finding partners such as Omsom and Sanzo, which jibed with Raya‘s story of a female warrior who is determined to find the last dragon in a realm known as Kumandra, a re-imagined Earth inhabited by an ancient civilization. “We have great broad, general market partners McDonalds, LG, P&G, and Kellogg’s, but we also wanted to make sure to mix our promotional program with some authentic Southeast Asian brands, like Omsum and Sanzo, to really reflect that this movie is such a beautiful tribute to Southeast Asian culture,” Breier tells Deadline. ![]() ![]() Peter Bart: Academy Reminds Voters That Oscars Still Matter Even In Moment Of Cutbacks, Strike Talk And Crushing Corporate Debt ‘Raya and the Last Dragon’ DisneyĮven more notable about the Raya and the Last Dragon campaign, not only is Disney linking up with brands that are authentically Asian and true to the spirit of the movie, but the motion picture studio is getting behind and propping a number of homegrown, young advertisers. ![]()
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