WALT DISNEY STUDIOS: Tinker Bell and the great fairy rescue

CHALLENGE

Generate pre-awareness and build excitement surrounding the launch of the third instalment in Disney’s hit franchise Tinker Bell and the Great Fairy Rescue on Blu-ray and DVD.

DATA

The Walt Disney Company is trusted by families and the character of Tink is internationally recognised as one of the company’s most timeless and beloved.

Inspired by the story of Peter Pan and the previous two Tinker Bell movies, Tinker Bell and the Great Fairy Rescue features all the elements of classic Disney storytelling, including adventure, magic and a little pixie dust.

INSIGHT

North American research indicated that child nag factor for this release was at an all-time high especially with those loyal to the franchise, with 71 per cent of Tinker Bell DVD owners also owning the second instalment, Tinker Bell and the Lost Treasure. The top reasons for purchase included gifting, suitability for the entire family, familiarity with the franchise and the return of beloved characters.

APPROACH

An integrated campaign provided multiple media and consumer reach opportunities, including media relations, talent interviews with Lauren Mote (voice of Lizzie), a virtual media junket with the film’s producer and director, features and EPK clip placement, giveaways and partnerships, a dedicated primary schools campaign and a DVD reviewer program.

The coverage reel includes Australia’s Funniest Home Videos, Mornings with Kerri Anne, Saturday Disney and The Circle.

Raven made in-store retail appearances at Castle Hill, in Sydney’s north-west with an excited crowd of more than 500 consumers queuing for Raven’s autograph and their very own set of fairy wings.

RESULTS

More than 160 positive editorial mentions with a cumulative reach of 124,500,000 over five months.

The Tinker Bell Australia Facebook page drew more than 3000 Australian fans in its first month. The page continues to fly with more than 4500 fans.

More than 120 Australian primary schools requested the Tinker Bell activity kit, and 32 bloggers reviewed the DVD online.