This review was updated by the client on January 6, 2020.
Describe the project in detail.
We toured a branded Toy Story 4-wrapped RV and trailer across Canada with interactive activations that allowed consumers to engage with various characters of the series.
Consumers were invited to take photos with a life-sized version of Duke Caboom's replica motorcycle. The bike was constructed exclusively for the road trip and is the only replica in the world.
The tour marked the only chance Canadians would have to interact and take a photo with this one-of-a-kind stunt cycle or with a life-sized Forky cut-out. They also had the chance to make their own Forky character at craft stations.
Consumers were invited to enter for a chance to win the Ultimate Toy Story 4 prize pack by guessing how many Ducky & Bunny stuffed animals were in a see-through case.
The tour started in Vancouver and traveled east to an additional 4 markets, stopping in Calgary, Winnipeg, Toronto, and Montreal over weekends leading up to the film's release.
The team took photos of the Toy Story 4 toys at major city landmarks in each city, and Disney posted the shots to promote the tour's arrival. The tour was booked on major TV Morning shows in each of the cities, and media outlets as well as mommy bloggers were also invited to preview the activation.
What was the team composition?
The team consisted of Simon Pure's president, creative director, account supervisor, and account coordinator. There was also a traveling team of four brand ambassadors.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
The program had a total of almost 19 million impressions through social media, interactions, and earned media.
Fans across the country were delighted to see the life-sized version of the Duke Caboom bike. The Build your own Forky station allowed consumers to show their creativity and they were thrilled to have their photos taken with the new character, plus take home their new toy.
Line-ups formed in each city to enter the activation, with a significant amount of consumers heading to the location specifically because they heard about the activation through publicity efforts.
How effective was the workflow between your team and theirs?
There were numerous moving parts associated with this activation:
- Building a motorcycle replica from screenshots
- A branded wrapped RV and trailer
- A life-sized spork that would stand up to the elements
- A large acrylic box stuffed with hundreds of stuffed animals
- Other branding elements
Plus the tour was in constant transition for over seven weeks and needed to be set up and torn down each day in all five cities. It was a lot to juggle. It was challenging to get everything done in time. The final project was special and all the attention to detail made for a great payoff for Toy Story fanatics.
What did you find most impressive about this company?
Simon Pure Marketing is always open to feedback and input. They operate without ego and also put the good of the project and the long-term goals in mind. They reviewed all contingency plans, talking points, and training elements and took feedback and input to create an impressive final result.
Are there any areas for improvement?
When the team was on the road, getting feedback filtered from the on-site team through to Simon Pure Marketing and then back to us was sometimes slower than we would have liked. Perhaps one area would be to have a better plan in place in advance. But as the tour went on, we sorted out a lot of the communication issues.