Social Media

Campaign

for Toy Story 3

SWOT Analysis• Strengths: Pixar, Disney, two successful predecessors, high awareness and loyalty• Weaknesses: Targeting new

audiences• Opportunities: Facebook ,YouTube videos, iPhone applications• Threats: Other animations being

released simultaneously with Toy Story 3

Tactics:• Targeted families

and children with print and television advertisements.

Lots-O-Huggin' Bear

• A success and had over a million

views.

• Also relied on 80s nostalgia and simple word-of-mouth:

Tactics:• Groovin' with Ken• The viral YouTube video targeted an older audience by playing on the lifestyles of the rich and famous.• The campaign targeted college students by doing special campus screenings. “Disney was serious about targeting socially savvy audiences.”

Disney•Pixar partnered with social media outlet, twitter for Toy Story 3 to

have it appear on the “Trends” feed:

Tactics:

Tactics:• The campaign released an iAd for the

iPhone 4.• A Facebook page with a ticket-buying app

was also created to raise awareness for the new animation.

• The Facebook app was connected to news streams so one could share when tickets were purchased.

Social media site Facebook was

used in the campaign:

https://www.facebook.com/home.php#!/

Toy.3.Story

Tactics:

Goals and Objectives• The media campaign was

executed with the intention of targeting people in their

twenties and up.• Children and families remained loyal

to the Toy Story saga, but Disney wanted to expand their audience.• Disney and Pixar made efforts to

reach a new crowd and earn awards for their successful animation.

Results• Toy Story 3 was a huge hit

with critics, and with fans. • The film has gone on to

gross over $1 billion dollars worldwide, making it the

most successful animated film of all time.

• Walt Disney Studios Chairman Rich Ross strived to win the

biggest award in Hollywood: Best Picture.

• Toy Story 3 was nominated for Best Picture, but lost to The King’s Speech in 2011.