Cars Case Study - GES
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Global Experience Specialists (GES) created a major promotional tour for Disney/Pixar’s 2006 animated film Cars, coordinating fun activities and staffing the event. The cross-country tour generated awareness about the film that contributed to a huge opening weekend. The tour happened again in 2011 for the release of Cars 2.
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Cars Case Study - GES
- 1. Case Study | Cars Road Trip Tour Cars Road Trip Tour: Driving Attendance at the Box Office Nationwide Overview Global Experience Specialists (GES) created a major promotional tour for Disney/Pixar’s 2006 animated film Cars, coordinating fun activities and staffing the event. The cross-country tour generated awareness about the film that contributed to a huge opening weekend. ges.com | 800.424.6224 ©2011 Global Experience Specialists, Inc. (GES)
- 2. Case Study | Cars Road Trip Tour Objectives • Promote and increase awareness of Cars. • Create a large-scale tour that will give families a great day out and create lasting impressions of the film. • Use the common theme of Cars to give tour sponsor State Farm Insurance a chance to educate attendees on the benefits of its auto insurance. Solutions • Cars characters, Lightning McQueen, Sally and Mater were produced for the tour by famed movie car creator and customizer, Eddie Paul of Customs by Eddie Paul. • Tour sponsor Mack Trucks supplied the big rig used on the tour. • Photo opportunities and giveaways were offered at every stop. • The Cars tour was also on display on the red carpet at the movie’s premiere event, which also included a concert and demo race. Results • The Cars tour made 69 domestic stops in 30 states at venues ranging from NASCAR events and theme parks to shopping malls and museums. • The tour was so successful that in 2008 it began again in Europe, traveling to eight countries at stops such as motor shows and Toys“R”Us stores. • The tour garnered massive film and brand awareness for Disney/Pixar, generating more than 125 million total impressions. Testimonial “A great tangible way for consumers to touch and feel our films.” – David Sieden, Director National Promotions, Disney ges.com | 800.424.6224 ©2011 Global Experience Specialists, Inc. (GES)