DISNEY CARS: Formula E brand partnership
Action: Reaching a new audience for Disney’s Cars
Disney’s Cars franchise is a market leader in engagement for three to six-year-old boys. Disney tasked us with finding a partner that would help it to engage and resonate with an older audience, prolonging the popularity of the franchise.
Create: Securing a mutually beneficial brand partnership
Formula E wanted to speak to younger audiences and position itself at the future of motorsports. We identified a mutual benefit for both brands in creating a brand partnership. An association with Formula E would enable Disney’s Cars franchise to use credible motorsports material to build affinity with boys over the age of six. Formula E would be able to target its desired younger audience through the substantial reach of Disney’s networks amongst families.
Fuse secured a cost-neutral asset exchange between Disney and Formula E. The first phase of the collaboration kicked-off at the Paris ePrix with extensive branding around the circuit, which was broadcast globally across TV and digital platforms, including over 40 EMEA markets.
Additionally, visitors to the race were able to get up-close to the world of ‘Cars’ with a life-size model art installation of Lightning McQueen on display, along with gaming pods for visitors to try the brand new ‘Cars 3’ console game – Driven to Win. The trackside activities continued throughout the Formula E season.
Disney and Formula E also produced a series of content aimed at both kids and parents. It featured Formula E drivers giving their insight into what it takes to be a champion and ran across Disney’s owned TV and digital platforms, as well as Formula E’s owned platforms.
Impact: Delivering a 9% increase in teen audience
This strategic, cost-neutral marketing partnership ran across 10 EMEA markets and was worth $1.8m in exchanged media value.
Through the partnership Formula E reached 44m families, helping to engage the next generation of motorsports fans. Disney also saw a 9% uplift in the teen audience against its benchmark for animation titles.
To view our other work with Disney, click here.