With that in thoughts, the advertising and marketing workforce clued in on parts that may get themselves and followers enthusiastic about coming again to the franchise, together with the title character, Auli’i Cravalho’s Moana, teaming up with Dwayne Johnson’s Maui as soon as once more. Actually, their reunion was the finale of the first-look teaser for the Moana sequel, which Disney dropped on the finish of Could.
The teaser shortly set a document for the largest animated trailer launch in Disney historical past, receiving 178 million views in 24 hours.
“Anytime you have got a trailer that overperforms from a views standpoint, it feels nice,” Morrison mentioned. “Trailers are so necessary in that it’s nonetheless most likely the No. 1 purpose why individuals say they go to see a film.”
Past the efficiency, Morrison mentioned the viewers’s response and sentiment are even “extra necessary,” showcasing what parts the corporate ought to give attention to or reaffirming the advertising and marketing’s path.
“It’s thrilling to have a trailer that breaks data, and we’ve been fortunate to have just a few of them. However it’s additionally actually thrilling to see the response to that trailer,” Morrison mentioned. “It provides you a way of, ‘The place am I going subsequent by way of how individuals are receiving and what we’ve already put out? The place am I going subsequent to be sure that we maintain that pleasure and the momentum going?’”
Going past conventional promoting
In response to iSpot research via Deadline, U.S. TV spend for Moana 2 reached $20.5 million. And though that’s a big funding, it falls wanting the TV bills for Gladiator II and Depraved ($34 million and $26 million, respectively). The budgeting reveals how Disney appeared past conventional codecs for advertising and marketing Moana to a 2024 viewers.
“It will be important for us to be sure that we have now a extremely sturdy broadcast program, however that we’re additionally extending in ways in which creatively are creating consideration,” Morrison mentioned.
Morrison credited Evelyn Livermore, vp, built-in advertising and marketing and synergy, for main the best way on a number of of Moana 2’s huge collaborations and integrations, together with a customized weeklong sponsorship throughout the Paris Summer time Olympic Video games, profiting from the 23.5 billion streaming minutes NBCUniversal racked up throughout the summer season video games. The combination included broadcast spots, toolkit overlays, decrease thirds, and customised inventive that linked Moana 2 to Olympic highlights. As a primary, the corporate famous that the sponsorship prolonged into the NBCU digital platforms, together with social and Peacock.
“Being a part of the Olympics is great, however having it prolonged in order that we’re having these nice takeovers and built-in toolkit moments implies that individuals are most likely stopping and paying extra consideration,” Morrison mentioned.
Along with the Olympics inventive, the marketing campaign additionally included Moana-themed set takeovers throughout varied stay programming equivalent to Jimmy Kimmel Stay!, The View, Stay With Kelly & Mark, and ESPN SportsCenter.
