My campaign idea was built around well-loved 90’s and 00’s Disney nostalgia, and turning it into something more relevant. The insight for my campaign is that 16-30 year olds feel that childhood movies are not relevant to their lives now. To solve this, I have chosen to build my campaign around a series of outdoor, popup Disney Cinemas within Europe, the Middle East and Africa. Popup and outdoor cinemas reflect nostalgia from the 90’s, and is a fun activity to do when you’re young with friends and family. I believe that these events and marketing strategies will make Disney more relevant to the lives of adults today.
I chose to base my campaign around a pop up event as I felt it would appeal to the Gen Z target market. Gen Z customers value experiences as much as, if not more than physical items. They buy based on how a company make them feel, rather than solely for the item being sold. A popup cinema is beneficial to my campaign as they offer a unique brand experience. They are temporary which, for the audience, prompts them to take part as they are aware of the exclusivity and temporary nature of the event. The short lived nature of a popup event strikes a fear factor of missing out within the audience.
For the brand itself, pop ups are more convenient and cheaper than other spaces. Popups are more flexible and give the brand more control over time, place and space. They are also the ideal testing for a new campaign as they are low commitment and can be achieved without significant expense.
As for my marketing strategies, I used social media platforms to reach the target audience. Gen Z absorb most information online and on social media, which made TikTok and Instagram the ideal platforms to engage the audience. Rather than simply sell the event, I felt the target audience would respond more to something they can get involved in without having to spend money.
The TikTok and Instagram sing and dance along scheme is something I believe will be quite effective. It is something fun for all family and friends to do together and revisit fond memories these nostalgic Disney songs bring back. With the added bonus of being entered into a prize draw, the audience have nothing to lose by getting involved in the campaign. Audience involvement would be greatly beneficial to widening the audience for Disney. With people sharing their fun dance and sing along videos, and even prizes, other customers may feel that they are missing out by not being involved in the campaign.
The rewards for audience involvement on social media and exclusive #Disneycinema hashtag almost acts as a Minimum Viable Product. It is a low cost and effective way to reach out to the audience and helps measure the reaction and interest in the campaign within the target market. The use of the exclusive #Disneycinema hashtag allows us to test the idea with potential customers before committing a large budget to the product’s full development. It can help to see whether the idea and product is of interest to people and can help generate feedback that can help in future product development.
Nadya Cheetham 