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Creating Big Waves: How Disney’s Marketing Brought The Masses Back For ‘Moana 2’; Sequel’s Promo Campaign Worth $100M+
Disney went big on selling 'Moana 2' to a global audience, their multi-prong bespoke marketing campaign yielding a $386M+ global box office opening.
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. This followed by a big stage appearance at Disney’s D23 fan confab in Anaheim in August along with Moana herself, Auli’i Cravalho, not to mention a hysterical ESPN spot with former NFL player Troy Polamalu; the latter joking about how he looks demigod Maui. It was all part of Iger’s plan to double-down on popular IP in the library, while restoring the studio’s reputation for high quality family entertainment after the string of fluff pumped out aggressively for its streaming service during former CEO Bob Chapek’s tenure.
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