Disney, Samsung Mobile and Starcom have released an integrated campaign to promote the Samsung GALAXY Note II and Disney’s new film “Wreck-It Ralph”.
Appearing across Disney’s online, mobile, social platforms and third party sites, the campaign will invite fans to search for Ralph who has gone missing from his game and is hiding in an online hub. On the hub fans will use GALAXY Note II features to find Ralph and learn more about him and his friends through interactive tasks, games and custom videos.
Once fans find Ralph they will be able to unlock a top secret area where using their knowledge of the movie and the GALAXY Note II they will be able to compete to win the phone and “Wreck-It Ralph” goodie bags. The hub will also offer exclusive content including a calendar of events related to the movie, a photo gallery, and an area dedicated to movie trailers and video content.
UK Disney Store customers will also have the opportunity to experience the GALAXY Note II through experiential activities taking place in selected stores.
The deal was developed by Samsung Mobile, Starcom and Disneymedia+, the integrated ad sales and promotions arm of Disney EMEA.
Alex Baillie, director, international media sales at Disneymedia+ EMEA, commented: “This is a multi-region integrated campaign which addresses a highly relevant audience though engaging and innovative content which will further promote the GALAXY Note II and Wreck-It Ralph. The campaign’s creative allows fans to be part of the story by finding Ralph themselves.”
Starcom business director, Kristen Kelly, added: “Starcom recognized the unique opportunity to bring together two peerless brands, combining Disney's magic with Samsung Mobile's meaningful innovation to create and deliver this immersive experience that unlocks value for both the brand and consumer alike.”