New movie promotion

Mission: Disney wanted to increase movie awareness and attendance for Alexander and the Terrible, Horrible, No Good, Very Bad Day, particularly among Hispanics.


Kids in grades 3–10 and their families and youth groups.

Achievements: Promotional website with same look and feel as the movie; social media fusion page and enhanced promotion of studio sweepstakes; activity guide in English and Spanish; a “go to the movies together” guide in English and Spanish for PTAs, parents, and youth group leaders; a movie characters digital matching game; and a social media and email outreach campaign created in conjunction with Disney.