- The marketing masters for Monsters University have an excellent campaign in place to promote the upcoming film
- Campaign features NCAA targeted media buys and brilliant parody website, including merchandise store
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Television advertising for universities has become incredibly popular in recent years. Most commercials air during college sports broadcasts and follow a formula that includes: smiling students, picturesque campus, a balanced representation of academics and (take your pick of) Business, Sports, Science, Research, Liberal Arts, Fine Arts or Leadership. Mix in some nostalgia for alumnae and the goofy school mascot and you have yourself a commercial!
“Imagine U at MU” was created to promote the June premiere of the upcoming film Monsters University; it is an incredibly witty yet respectful take on this formula. If you watch the upcoming NCAA basketball tournaments look closely for this spot to air interspersed with real commercials.
However, that only scratches the surface of what looks like another powerful promotional campaign. In a bit of marketing brilliance, the tactics include a beautiful and fun higher education website devoted to the world, and campus, of Monsters University. The creators’ thoughtful planning and development of this website is successful because:
- No one does character better than Disney; in this medium, the Monster U characters come alive in a different way than on television or in the film. For example, in sections like “Campus Life,” the characters feel real, relatable and accessible.
- The content creates a natural extension of the story that will be told through the film.
- It sustains both the Monsters University brand and the film’s upcoming premiere beyond the television budget or inevitable fast-food tie-in.
- The built-in store provides a natural and direct product selling line, outside of big box retailers.
- Kids and adults can draw a transferable experience to the Monsters University website from their current school’s website (or alumnus site).
- It is incredibly cost-effective, in the scheme of the worldwide marketing spend for the film.Walt Disney and John Lasseter are icons of storytelling and artistry. This is a wonderful tribute to their philosophy of creative, collective and innovative thinking.
- Ongoing learning and organized socialization is promoted, which can inspire kids in their own lives.
Well done. Well done.
To read additional kudos about the Monsters University campaign and Walt Disney, the staff at Crossroads identified a few lessons to learn (#4 should be #1, in my opinion).