Disney: Beauty and The Beast Case Study

Digital Marketing for Beauty and the Beast

The studio is working with Unilever’s Persil, Procter & Gamble’s Olay, Sony Mobile, Comparethemarket.com, HomeAway, estate agent Hamptons International and Latest In Beauty ahead of the release of the film, which stars Emma Watson as Belle, on 17 March.

Sony Mobile will offer anyone who buys an Xperia smartphone on O2 in March a six-month subscription to streaming service DisneyLife. It is also promoting the campaign across out of home, digital, press, social and point of sale in O2 stores.

Persil is selling 1.9 million promotional packs that include a £5 Disney store voucher, supported by out of home, digital, social, mobile and point of sale campaigns.

Olay is giving away an "enchanted holiday" to New York, and supporting the competition with digital, press and in-store display.

Comparethemarket.com is launching a campaign on 10 March to promote its Meerkat Movies 2-4-1 cinema initiative.

HomeAway is giving away a five-night stay for a group of 20 people in the 14th century Duns Castle in Scotland by inviting social media users to "#BeOurGuest".



Instagram:
1. Ariana Grande - who shares a duet with John Legend covering Celine Dion's original 'Beauty and the Beast' song for the 1991 film...
                -  On 31st January 2017, the day the final trailer released, Grande put up the final trailer promoting it to her 95.2million followers, she also is on the soundtrack
                -  Also, she put up a photo promoting the film on a billboard in America
                -  Featured on the Beauty and the Beast's Instagram

2. Emma Watson - who stars in the film as Beauty
                - Uploaded the film poster onto Instagram which gained 1.5m likes and 16.9k comments

Twitter:
1. @beourguest twitter account
                - 107 tweets
                - 12 following
                - 107,000 followers
                - Promoted the final trailer with links to buy tickets
                - Had links to Disney website / Beauty and the Beast's website.Apps:

Messages:
1. Disney Stickers: Beauty and the Beast – 21st Sept 2016
                - Add beauty to your iMessages and transform your chat thread with this Beauty and the Beast sticker pack


Snapchat:
1. Daily News featured on Snapchat. Really popular movies have Snapchat filters - not sure if Beauty and the Beast will do this, but watch this space!


Celebrity Marketing:
1. Tammy Hembrow model
               - Product marketing by giving products to models, Rose that last a year – instagram


Merchandise:
1. SWAROVSKI
               - BEAUTY & THE BEAST LIMITED EDITION 2017 - £8,995.00

Websites:
1. The drum
               - Chosen Beauty and Beast Final Trailer as the AD of the Day 31st January


2. Glamour
               - Reported that 7th July 2016 teaser poster

Trailers:
1. First trailer for the film broke all viewing records November 2016 
               - Beating Star Wars the force awakens: the force awakens

2. Glamour reported the teaser trailer released 23rd May 2016

Screenplay:
               - Stephen Chbosky (Perks of being a Wallflower)
               - Evan Spiliotopoulos (Tinkerbell the lost treasure and Huntsman)


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