Disney product launches
Disney Interactive formerly known as Disney Interactive Media Group, oversees various websites and interactive media owned by The Walk Disney Company and its subsidiaries.
PHA Media were appointed as a retained agency by Disney Interactive in 2012 to handle several new product launches including Disney’s Epic Mickey 2 video game.
- Client: Disney
- Date: 13/08/2014
- Blog Category: Technology PR
To create and implement a consumer campaign aimed at increasing awareness of Disney’s Epic Mickey 2 ahead of launch, and to provide communications support during the game’s key sales period (Christmas 2012).
Originality and Creativity
Disney wanted widespread coverage, across the tech and national press, and in order to generate this PHA provide unique content that has never previously been available to the UK media. This included artwork, game footage and interviews with key Disney spokespersons.
Strategy and Implementation
Ahead of launch, PHA Media arranged for a series of major media features that looked at the making of the game, including a behind-the-scenes tour of the Disney Archives in California.
At launch, PHA Media created a major pop-up Disney gallery in Westfield, Stratford, that housed original artwork from the game and some of the earliest Disney sketches.
Post-launch, PHA Media spear-headed a campaign to position Epic Mickey 2 as the must-have game of Christmas 2012.
Results and Evaluation
Our campaign led to over 100 pieces of media coverage across national print, broadcast and online.
The stand-out item of coverage was a five page feature in the Sunday Times Magazine, a publication that had never before covered the launch of a video game.
The pop-up Disney gallery in Westfield, Stratford, attracted over 2,000 visitors across two days and attracted extensive national coverage.
Disney’s Epic Mickey 2 was a leading video game seller both in the UK and USA in the build-up to Christmas 2012.