That’s right. This is not the first, not the second, but the third Big Hero 6 post. But this time, I’d like to apply some of that public relations graduate education I’m investing all my time and money in. And, today, we’re going to take a look at Disney’s use of social media for the promotion of Big Hero 6.
Big Hero 6 is undeniably an awesome animated film. Based on the Disney name, the Marvel connection and the world’s love for an adorable robot, the movie had very good odds of becoming a hit. But even I was surprised to see it beat Interstellar in the box office opening weekend by $6.2 million. And I think that the audience interactivity on Facebook, Twitter, Instagram and YouTube helped Big Hero 6 come out on top.
Disney created the Big Hero 6 Facebook Page in May of 2013 – a year and a half before the film hit theaters. Since then, it’s gained 475,001 likes, and posted dozens of photos and videos:
including the Baymax Photobomb application:
Disney is smart to recognize the selfie-obsessed generation, and to create a way for them to interact with the Baymax and the rest of the Big Hero 6 characters that they can share.
Hashtags were used on Twitter and Instagram to encourage fans to tweet about seeing the film with #MeetBaymax and to share images of their Big Hero 6 Toys reenacting moments from the movie with #toyography.
Not only does this inspire users to purchase Big Hero 6 merchandise, but it encourages them to show their own innovation and creativity, two values that are prominent in the film.
Finally, videos shared on YouTube were very popular among fans. Up until the week of Big Hero 6’s release, there were very few trailers or advertisements for the film seen on cable television. But Disney Animation Studios’ YouTube Channel has been sharing teasers, trailers and bonus content for nearly 6 months. This was very smart of Disney, because YouTube reaches more viewers than any cable network. The platform also makes it simple for fans to share and comment.
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My personal favorite is the Drawn to Animation Playlist that teaches fans to draw the characters from the film:
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So, what have we learned? Big Hero 6 appeared early on social media, and posted often on a variety of platforms to interact with fans. This created a community forum for the film, and made all of us feel involved with the film before and after its release. Well done, Baymax!
“I am satisfied with my care.”
Have you seen Big Hero 6 yet? Even if you haven’t you’ve certainly seen something on social media about the film! What do you think of Disney’s social media presence?
{Emily's Flip Book} 