Brand Slam: Disney vs Warner Bros

Event pitches the experiential marketing strategies of entertainment brands Disney and Warner Bros against each other.

Brand Slam: Warner Bros vs Disney
Brand Slam: Warner Bros vs Disney

Warner Bros

Event structure

Warner Bros recently worked with agency Ignition, and has partnered with a number of brands including Jeep and Gett on activations and stunts. 

Social footprint

@WarnerBrosUK has 102k followers on Twitter, 47.7k followers on Instagram and nearly 24m likes on Facebook. 

Recent campaigns

Warner Bros celebrated the launch of its film Point Break in February by giving consumers the chance to skydive within London Westfield Stratford's shopping centre, using virtual reality. The brand teamed up with technology agency Ignition to create a skydiving wingsuit mechanism powered by virtual reality. Users lay on their stomachs wearing an Oculus Rift headset to feel as if they are falling from the sky, and they were able to navigate their way down to the ground.

Warner Bros also paired with Jeep to host a live driving experience in partnership with Warner Bros to mark the premiere of the new Batman v Superman: Dawn of Justice film. The themed driving experience, coined Mission Renegade and created by agency World of Initials, saw select individuals test the capabilities of the Jeep Renegade model first-hand. They received a mission map at the start of the experience, and were challenged to drive the vehicle through a number of obstacles at a site in Bicester, Oxfordshire.

Latest campaign

Shopping centre owner intu teamed up with Warner Bros. Consumer Products to deliver a series of super hero events at its UK malls over the summer holidays. Visitors at all 15 of intu's shopping centres were able to get involved in the free DC Super Hero activities, events and meet and greets with Batman, Superman and Wonder Woman set to make appearances.

Disney

Event structure

Disney has worked with agencies including PHA Media and ILMxLAB, a laboratory for immersive entertainment from Lucasfilm. Visual technology licensor RealD worked with the brand to promote Star Wars last year, launching a treasure hunt across London. 

Social footprint 

@Disney_UK has 102k followers on Twitter, 1,825 followers on Instagram and over 50 million likes on Facebook.

Recent campaigns 

In July, the brand partnered with Harrods to host a Star Wars-themed experience within the retailer's Disney Store concession. The event allowed fans to view, interact with and buy Star Wars prop replicas. Fans were able to visit an exhibition and transform themselves into a Stormtrooper, TIE Fighter Pilot or a Rebel Pilot, using data captured by a state-of-the-art photogrammetry system.

Disney announced plans last November to launch a virtual reality (VR) experience for smartphone users, in collaboration with Google's Cardboard technology. The experience came to life through four Google Cardboard viewer designs that featured popular Star Wars images, and which were available exclusively from Verizon stores. 

Latest campaign 

To coincide with the release of Finding Dory in July, Disney hosted a series of water-themed events and activities at Westfield's two London shopping centres to celebrate the movie's release. A special Disney Life gazebo was set up within each of the centres, where fans of the film could pick up free giveaways, test their knowledge of the ocean and learn to speak 'whale'. Other attractions include a giant board game, the Dory Zorb Pool and Dory’s Quest. The activation ran until the end of August. 

Verdict

Event says: Warner Bros has packed a punch this year with a series of PR stunts to promote its films while Disney has reached out to Star Wars fans with some innovative activations.

Comment below to let us know what you think.

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