The UK launch event of Disney’s latest video game, Epic Mickey 2: The Power of Two
To celebrate the launch of Epic Mickey 2: The Power of Two, one of Disney’s biggest video game launches for 2012, PHA were asked to design, organise and publicise, a public and press launch event for the release of the game. The event needed to appeal to children and adults and lead to press coverage highlighting the story and the new features of the game. Identifying the links to forgotten characters in the game, PHA organised a unique pop up art gallery that displayed never before seen sketches from the Disney archives in California.
- Client: Disney
- Date: 05/11/2012
- Blog Category: Events
- Project URL: http://games.disney.com/disney-epic-mickey-2-the-power-of-two-video-game
Our brief was to design, organise and publicise, a public and press launch event for the release of the video game Epic Mickey 2. The event needed to appeal to children and adults and lead to press coverage highlighting the story and the new features of the game.
Originality and creativity
PHA Media identified the most exciting and unique features in the new video game which sees Mickey and Oswald save an alternate world filled with 80 years of forgotten characters and theme park attractions, and designed an event to bring the story to life. PHA Media planned and executed a unique pop-up gallery showcasing a collection of artwork from the Disney Archives in LA never before displayed in the UK, including original character and theme park sketches. We designed the look and feel of the gallery, secured the location, sourced additional entertainment including a digital art wall, entertainers and an official Disney illustrator, and organised refreshments and staffing the venue for the weekend-long event.
Strategy and implementation
Along with positioning the gallery in London’s top event listings pages such as Time Out and the Evening Standard, PHA Media hosted an online competition to build awareness and excitement ahead of the event asking Disney fans to submit images of their treasured and valuable Disney memorabilia, with the winners’ items then showcased in the gallery. The team designed and distributed invites to the event to national, broadcast and children’s media as well as parent bloggers and relevant celebrities, and managed the guest list during the event. We also secured attendance from kids’ TV stars Dick and Dom who entertained children at the gallery and endorsed the game in the media. Over the weekend, Disney welcomed over 1,800 visitors to the gallery including national print and broadcast press, the Press Association and Getty Images.
Results and evaluation
The campaign resulted in widespread coverage in national publications including The Daily Telegraph, The Daily Mail, BBC Online, The People, The Mirror, The Metro, and The Evening Standard, as well as broadcast features on London Tonight, BBC regional radio stations and LBC radio. The event was also widely covered by the children’s press including First News, Toxic and Fun Kids Live radio, as well as local press across London.
Time Out London
ITV London Tonight