Creating Big Waves: How Disney’s Marketing Brought The Masses Back For ‘Moana 2’; Sequel’s Promo Campaign Worth $100M+

deadline.com:

When it came to opening a sequel to a classic animated movie, Disney didn’t rest on their laurels in selling Moana 2. Already, the original 2016 2x Oscar nominated movie has a built-in faithful; the pic being one of the most viewed Disney movies on Disney+.

Expanding the brand to a worldwide audience, the Burbank, CA lot executed a multi-prong, bespoke D-Day global marketing campaign, one whose stunts arguably rivaled that of Universal’s blitzkrieg for Wicked.

While that Broadway musical adaptation had LEGOs, Mattel dolls and pricey consumer fashion attire, Moana 2 roared with a drone show over the Thames river, projectionmapping on the cliffs of Capri, Italy, an immersive 3D LED Tunnel 360° “Gallery” in Florence, Italy; a big digital splash around Korean’s Shinsegae department store, as well as beach-themed takeovers.

There was also a $100M worldwide promotional partner campaign, curated by Lylle Breier, Disney EVP of Partnerships, Promotions, Synergy & Events and her team, that brand list including a Moana 2 Hawaiian airlines wrap-around plane, Ono Hawaiian BBQ, California Pizza Kitchen, Verizon, Oral B, a custom mission with in-game patch notifications for Minecraft, Better Sour gummies, Enterprise Rent-A-Car, 100 Coconuts water, EVA NYC hair care products, jet ski and boat rental agency GetMyBoat, among many others.