Toy Story 3 PR Program/ Campaign

Plan

Samantha Cox, Lauren Grunstein, Erika Peterson and Alex Shuck

The Toys are Taking

Over!

Research

• Previous “Toy Story” box-office success

• Pixar at the box office

• Weekend Box-Office Competition

Situation Analysis

• History

• Need for campaign

• Increase awareness

• Economic resolution

Impact Objectives• Opening weekend sales

• Number one movie

• Increase sales

• Renew interest

• New generation

Output Objectives

• Promotional products

• Events

• Media impressions

Audiences• Young Adults

• Children

• Parents

Strategy• Where are we now?

– Well established family company

• How did we get there?– Years of reliable service

• Where do we want to be?– Successful release of “Toy Story 3”

• How will we get there? – Well-developed tactics

Tactics• Unrelated to the media

– Macy’s Thanksgiving Day Parade

– Collector’s Edition DVD Set

– Toy Story Parade at Disney World

– McDonald’s Happy Meals

– Where’s Woody?

– Disney Store Event

Tactics• Related to the media

– Toy Story Takes Over Times Square

– Interviews and Appearances

– Premiere Party

– After Party

– Airing of Toy Story 1 & 2

CalendarNov. Dec. Feb. Mar. May Jun.

11/26: Macy’s Thanksgiving Day Parade

12/8: Collector’s Edition DVD Release

12/8: Ticket to the Toys Sweepstakes

2/1: Disney World Parade begins

3/1: McDonald’s Happy Meal Toy Story Toys

5/1:Coca-Cola/AMC Partnership

5/3: Where’s Woody Launch

5/28-5/31: Network TV premiere of Toy Story

6/4-6/6: Disney In-store promotion

6/14-6/18: Media Tour

6/14: Premiere/ After party

6/18: Toy Story Takes Over Times Square

* The parade, advertising and Happy Meal

promotions will run continuously

Budget10%

60%

4%

26%Events

Promotions

Staff Time

In-KindDonations

Evaluation

• Box-Office Figures

• Merchandise Sales

• Media Impressions

• Website Analytics

• Coca-Cola Partnership

Thank You!Any

Questions?