To mark Disney Pixar’s 25th anniversary, @VWMiddleEast seized the opportunity to partner with the animation studio to elevate both brand awareness and brand equity.
Twitter’s strong user base and targeting capabilities made it the perfect platform for @VWMiddleEast to spotlight the partnership. Meanwhile, the milestone moment promised a nostalgic connection with older fans, as well as a whole new generation of @Pixar fans.
@VWMiddleEast created a threefold strategy to take full advantage of Twitter’s products and engaged audience while aligning itself with the fun, family values of @Pixar.
To kick-start the campaign, @VWMiddleEast launched the Masthead Spotlight in Saudi Arabia. This 24-hour takeover consisted of a short mobile-optimised 6-second video, announcing the @VWMiddleEast and Pixar Disney ‘Made for families’ campaign and calling for viewers to ‘stay tuned’.
This was followed by the launch of a series of Promoted Videos. The videos paired Volkswagen vehicles with their Disney Pixar soulmate. For example, the Volkswagen Teramont appeared as the perfect car for ‘incredible dads’, alongside footage of Mr. Incredible from The Incredibles 2 movie. The content was targeted to a custom audience, helping to create a personal connection between viewers and their favorite Pixar characters and driving consideration of the Volkswagen brand.
Finally came the third campaign phase: reinforcement. In order to drive further consideration among its audience, @VWMiddleEast retargeted video viewers with video website cards – each 6 and 15 seconds long – to drive starstruck viewers to its website for continued browsing.