Big Hero 6 Proposal Designed by Disney Animation Studios
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Disney's 'Big Hero 6' introduces a new franchise with an innovative online experience called 'Big Hero Baymax' that fosters emotional connections with the character Baymax through interactive elements and gaming functionality. Various marketing strategies, including themed food trucks and social media campaigns, aim to engage diverse audiences and promote the film's themes of friendship and innovation. The initiative also includes creative platforms for fans to personalize and share their own experiences related to the film's characters.
Big Hero 6 Proposal Designed by Disney Animation Studios
- 3. AND A CREW OF LIKE-MINDED FRIENDS UNIQUE POWERS A KNACK FOR INNOVATION ENDLESS COURAGE
- 4. DISNEY’S NEWEST HEROES Big Hero 6 is an animated adventure that provides a new franchise opportunity for Disney. Stradella Road presents a series of digital concepts that will create a bond between the Big Hero 6 and kids of all ages.
- 5. Everybody Needs a Baymax Whether you’re a superhero or a mere mortal, you need that one person you can always count on, the one who has your back no matter what. Baymax is that dependable friend. Your Personal Superpower Every member of the team brings a unique talent to the table— so we’ll highlight the talents and superpowers of fans of all ages. Science is Cool The technology and innovation in Big Hero 6 is a perfect starting point for a conversation about the possibilities for innovation in our own world. OUR TENTPOLE CONCEPT IS BUILT ON THREE THEMATIC TOUCH-POINTS OF BIG HERO 6:
- 7. TENTPOLE CONCEPT: “BIG HERO BAYMAX,” AN ONLINE EXPERIENCE “Big Hero Baymax” is a cutting- edge web experience that takes advantage of the most up-to-date HTML5 technologies. Fans are invited into Hiro’s bedroom, where they come face to face with the film’s lovable robot. This is not your average web site: Onscreen, Baymax feels vividly alive, blinking at the user, waving hello, and eagerly awaiting interaction. Backgrounds are full screen and cinematic, immersing fans in the intimacy of Hiro’s room. Simple questions will appear on the screen – “What’s your name?”, “What’s your favorite subject in school?”, “How are you feeling today?” – as multiple choice answers that make users feel like Baymax is their very own digital caregiver. Their answer will prompt physical or verbal responses from Baymax, and in some cases will unlock additional content. Think of “Big Hero Baymax” as a reverse-Tamagotchi experience that fosters an emotional connection.
- 8. TENTPOLE CONCEPT: “BIG HERO BAYMAX,” AN ONLINE EXPERIENCE (CONTINUED) Visitors can have all sorts of endlessly repeatable interactions with Baymax, like kicking a ball back and forth, asking him to do his favorite dance, and seeing who can stand on one foot the longest. Aside from helping to create a bond between the fan and Baymax, this kind of one-person gaming functionality is endlessly entertaining.
- 9. Conversations with Baymax will unlock members of the Big Hero 6 team as they are relevant to their conversation. (“Feeling bored? Let me introduce you to my friend Wasabi No-Ginger. No one can be bored around him for long!”) As heroes become unlocked, visitors will be granted access to his or her bio and be able partake in a game or challenge that relates to the unlocked hero’s special ability or technical skill. Unlocked heroes will be housed in modules that can live on other online destinations owned by Disney or its partners. TENTPOLE CONCEPT: “BIG HERO BAYMAX,” AN ONLINE EXPERIENCE (CONTINUED)
- 10. Parents and adults will discover the “Big Hero Baymax” experience through a paid, earned, and owned media campaign. Retro- futurist travel ads promote San Fransokyo as the city of tomorrow, a mash-up of gorgeous neon, technological innovation, and superheroic adventure. The ads tout the San Fransokyo Science Academy, and feature Baymax as a civic spokesperson. The ads links to the “Big Hero Baymax” experience. TENTPOLE CONCEPT: “BIG HERO BAYMAX,” AN ONLINE EXPERIENCE (CONTINUED)
- 12. CUSTOM VINYLMATION: “BUILD YOUR OWN BAYMAX” What’s bound to be the most common reaction when audiences first meet Baymax? “I want one!” We’ll give fans what they want with a Facebook application that allows them to take the blank white Baymax canvas and make it their own with colors and designs, a twist on Disney’s popular Vinylmation toys. • Users are able to share their creation as a custom social image. • Top 10 custom Baymaxes will be displayed at theaters in 10 major markets on opening weekend.
- 13. REAL-WORLD ACTIVATION: “HEROIC FOOD TRUCKS” Wasabi No-Ginger. Honey Lemon. The marshmallow-esque Baymax. Is it just us or do the heroes of Big Hero 6 make one’s mouth water? Big-Hero-6-themed food trucks will make the rounds in three major markets—Los Angeles, New York, and Chicago—offering fans cuisine inspired by the film. So who wants a Hiro-Hero Sandwich with some Honey Lemon Sorbet? • Kickoff with national or local morning TV shows, encouraging fans to locate the food truck via announcements on Twitter. • Selfie stations featuring character standees encourage social photo ops for families. • High-concept dishes offer an educational culinary experience for fans of all ages, as well as a focus on innovative cooking methods. • Partner with chefs of various ethnic backgrounds to draw attention the multicultural cast. • Food trucks also appear at select theaters on opening weekend.
- 14. FULL SERVICE SOCIAL MARKETING IDEAS Stradella Road is a full service digital agency, offering socially-inspiring strategy, web and app development, design, and social media marketing. Our “Big Hero Baymax” experience reaches kids with a web-based experience, but parents and adult fans will want to spread the word via social. We’ll use Facebook, Twitter, and Instagram to implement programs like those on the following pages. Stradella Road can create and implement select social media campaign strategies for Big Hero 6 like the following, or we can take on the film’s full social media marketing campaign.
- 15. HISPANIC SOCIAL ACTIVATION: “MEET HONEY LEMON” Honey Lemon has the potential to be the breakout character of Big Hero 6. Not only is she a science-minded female superhero, she’s also Hispanic. We’ll use her as an entry point for engaging Spanish-speaking fans. • “Honey Lemon Twitter Takeover” - Partner to have Honey Lemon tweet from the accounts of prominent Latino personalities (e.g., Eva Longoria, Sofia Vergara). • Honey Lemon Quotes - Celebrate Honey Lemon with branded movie quote cards on Instagram, Facebook, and Tumblr.
- 16. SOCIAL ACTIVATION: “WHO’S YOUR #HERO6?” Friendship is maybe the most important theme of Big Hero 6. And audiences of all ages know that there are few things more important than your friends. “Who’s Your #Hero6?” will ask Disney superfans to recruit friends and family members to be part of their #Hero6 crew. Crews will be asked to complete a series of group activities on social using #Hero6 as the hashtag. • Assignments pushed out on Facebook, Twitter, and Instagram. • Social amplification garners attention from those who are not yet familiar with the film. • Heavy promotion at Disney theme parks encourages groups to take part during their visit.
- 17. SOCIAL ACTIVATION: “BE YOUR OWN HERO” It’s impossible to meet the unique heroes of Big Hero 6 and not ask, “What kind of superhero would I be?” We’ll help parents harness their kids’ creativity by inviting them to transform them into their own original superhero, complete with costume, special skills, world-saving gadgets (made of common household items, of course), and their own superhero moniker. • Project-based activity perfect for family bonding—or the forever-young uncle with a Tony Stark complex. • Custom creations shared on Facebook, Twitter, and Instagram with the most popular creations appearing on the official Disney properties. • Six lucky winners chosen by fans will win tickets to the premiere and see their characters come together in an original digital comic. • Sponsored tie-in with NYC Comic Con (Oct 9 - 12, 2014).
- 18. PRICING Full social media marketing campaign………$15K/mo • Includes social activations included in this proposal • All social content creation and design • Monthly content calendars • Social profile management • Monthly reporting Priced separately at Disney’s request. “Big Hero Baymax” Baymax Custom Vinylmations Heroic Food Trucks
- 19. THANKS!