Up Case Study
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Transcript of Up Case Study
Case Study
Disney-Pixar:
UP PromotionAgency: Disney-Pixar
Execution: Attack!
Project Challenge
To help promote the release of their 10th
animated feature, UP, Disney-Pixar sought to
increase excitement surrounding the premiere
and ensure opening week ticket sale success.
Winning Strategy• Over two weekends in 100 participating theatres
nationwide, Attack! Marketing provided outgoing, family
friendly, upbeat brand ambassadors to interact with
targeted audiences at pre-release movie showings
• The uniformed teams, comprised of one manager and
three brand ambassadors each, approached viewers as
they exited screening rooms and distributed promotional
cards that contained online codes that would award 1 in
every 10 participants with a free children’s admission to
UP
• Attack! organized daily deliveries of helium balloons at
each of the 100 locations, which managers used to
create a lively and festive environment in theater lobbies
• Attack! Field Managers coordinated with the local
theater managers for seamless execution
Highlights and Results
• Approximately 800,000 promotional cards
distributed over four days
• 12% of promotional codes redeemed online on
distribution day
• UP generated over $68 million in its opening
weekend
Customer Quotes“My kids are going to love entering these codes to see if they won UP tickets! What a fun idea.”
“It looks soooo cute!”
“We saw this preview before Monsters V. Aliens and it looks so cute!”
“We always love Pixar films- they’re so creative and entertaining.”
“I am dying to see this movie!”
“It looks really funny!”
“I know this movie, the man’s house flies away with balloons!”
“Is it 3-D? Awesome!”
Photos
About Attack! Marketing
•Attack! is a nationwide field marketing agency, partnering with other agencies to provide staffing resources, promotional support, logistics, and fulfillment focused on developing successful brand experiences
• At the core of our success is turn-key field marketing services, enabling agencies to deliver the best in field marketing, guerrilla and non-traditional marketing, and out-of-home media
•Since 2001, our award-winning team has worked with agencies to promote over 300 of the country's best brands
•Recognized within our industry for delivering the best in staffing, training, and 24-hour customer support
Let us know how we can be your agent on the inside™.
For general inquiries, please write to us at [email protected]
or call us toll free at: 866.944.ATTK(2885)