Disney

Branding, Emails, Animation, Web Design & Production

Objective

PERSONE was approached to create a multi-platform marketing campaign in association with Disney and the Disneynature EARTH film, which was released for Earth Day in April 2009. IdealBite was another partner who (at that time) produced an email newsletter with eco-friendly tips and articles.

The deliverables included multiple sizes of animated banners, an HTML email campaign, a microsite with landing pages geared towards info capture, info pages as well as a custom skin and player design for branded promotional trailers.

Approach

By exploring character-based illustrations, we first began establishing a unique look that would appeal to the campaign's primary demographic as well as unify the various visual elements. Eventually, we pared everything down to the most minimal and functional elements, while maintaining the characteristic EARTH and related imagery. Animated ad banners were created and the campaign was also distributed via email, driving users to a branded microsite with registration & email capture, as well as more information about the film and a short trailer (among other features). We created a customized video player and skin which integrated with the visual design.

Summary

The campaign ran from March 25 - April 8, 2009, and we sent slightly over 2M emails to the primary demographic. There were 70,000 page views, 15,000 sweepstakes entries, over 35,000 new subscribers. The email blast resulted in approximately 13,000 new subscriptions.

In addition, we ran another similar campaign shortly thereafter in Summer as a follow up project for another Disney promotion related to the Disney Wildlife Conservation Fund.

Disneynature EARTH & IdealBite

Here are some samples from the Disneynature EARTH and IdealBite collaboration for the Earth Day promotion. As mentioned above, this included an email blast, banner campaign, landing pages and a microsite supporting each promotion.

We did the same application for another promotion that followed shortly thereafter focused on Summer and an associated prize at the Walt Disney Resorts ® Animal Kingdom. This campaign also featured the same email and banner deliverables as well as landing pages and a microsite featuring a short film trailer about the Disney Worldwide Conservation Fund (DWCF). We created a custom skin for the video player and implemented this feature in production for both microsites.

Celebrate Summer & IdealBite

We did the same application for another promotion "Celebrate Summer" that followed shortly thereafter, featuring an associated prize at the Walt Disney World® Resort Animal Kingdom if a user subscribed to the IdealBite "Mama Bite" email list. This campaign also featured the same email and banner deliverables as well as landing pages and a microsite featuring a short film trailer about the Disney Worldwide Conservation Fund (DWCF). We created a custom skin for the video player and implemented this feature in production for both microsites.