3 Ways Moana 2 Marketing Led to a Big Box Office Splash

Moana 2 additionally obtained a themed efficiency throughout Dancing With the Stars’ Disney Night time that featured new tune “We’re Again” from the movie; the film had a Vacation Wars Moana-themed episode/integration; and there have been varied customized spots and artistic, together with a preferred promo that includes Dwayne Johnson and former Nationwide Soccer League star Troy Polamalu.

Being a part of a cultural dialog

Not like the advertising and marketing for the unique Moana, which introduces the characters for the primary time, Morrison mentioned selling a sequel introduced a brand new technique and a world alternative that differed from market to market.

“The most important factor—and speaking to the groups as we had been placing our campaigns collectively—was ensuring that we felt like we had been within the cultural zeitgeist,” Morrison mentioned.

Among the many highlights, the movie illuminated photos on Capri’s cliffs in Italy in early November and created a hero video throughout a one-night-only occasion that was amplified on social media; for Australia, Disney had a Macquarie Centre takeover in October and continued a Melbourne Central bespoke mural shared with Disney’s Mufasa; and within the U.Okay., there was a drone present on the River Thames forward of the movie’s launch.

All through the marketing campaign, the advertising and marketing targeted on honoring the Polynesian tradition showcased within the movie, and that led to a different first for the corporate: internet hosting the worldwide premiere and press junket on the Aulani resort in Hawaii that included a completely immersive picture and press line on the Lanikuhonua Cultural Institute.

For Morrison, the ask to maneuver to premiere to Hawaii was an enormous swing, and it confirmed how the corporate and the expertise had been totally behind the plan to attach with the followers.

“When not solely our firm mentioned, ‘Yeah, we might try this. Let’s do it,’ but additionally Dwayne, Auli’i, and the expertise,” Morrison mentioned. “That was most likely our greatest second, the place we mentioned, ‘Hey, can we do that?’ And after we acquired a, ‘Sure.’”