Campaign of the Week: Cars 2

Disney’s marketing efforts shift into top gear as Cars 2 arrives on shelves. We look at the campaign’s highlights:

TV/CINEMA
Ads will be running throughout the summer on children’s TV and video-on-demand. Channels include Nick, Nick Toons, CiTV, Cartoon Network, Boomerang, Pop and Kix.

Game trailers will also be shown before screenings of Cars 2, which are expected to reach 1.5m people.

PRINT
Ads have already begun appearing in children’s and parenting mags, with editorial features on the game secured in national newspapers, including the Sunday Mirror and the News of the World.

ONLINE
Disney is running a five-month online campaign targeting parents and kids through sites such as YouTube, Facebook, Google, Mini Clip, Spil Games and Cartoon Network.

RETAIL
Print and digital outdoor displays have been set up at major shopping centres around the UK, which will reach 8.2m shoppers. Full size versions of Lightning McQueen and Finn McMissile will be touring these locations and various other cities nationwide throughout August.

[GAME INFO]Released: Out Today
Formats: Xbox 360, PS3, Wii, DS
Publisher: Disney Interactive Studios
Developer: Avalanche Software
Price: Various
Distributor: CentreSoft
Contact: 0121 625 3388