Disney and Clarks have joined forces this Easter to promote the former’s online game Disney Infinity 2.0 in retail for the first time.
The tie-up means the shoe store is the only brand to run a TV advert before Odeon screenings of the animation studio’s most popular releases over the holiday.
The ad, developed by Havas Media Group UK’s innovation arm Havas Media Labs and Disneymedia+, urges viewers to take part in a online competition to win prizes including free character codes, Xbox One consoles and a family trip to Walt Disney World, Florida.
Clarks will also appear in the game via a shoebox-themed Toybox activity only available during the campaign period.
Emma Jefferies, children’s marketing manager for Clarks UK and Republic of Ireland, said: “We are delighted with the integrated marketing campaign that we have developed working in partnership with Disney and Havas. We are confident that it will not only move our brand forwards, in terms of appealing to children, but it will also drive a strong commercial return on investment. The partnership has been very collaborative, and we are extremely pleased with all of the campaign assets that have been produced.”
The retailer is also supporting the campaign in stores with window takeovers and character cut-outs alongside activity booklets. The booklets contain a code that kids can redeem for a character to play in the game. The characters include Tinker Bell, Maleficent, Baymax and Hiro from the next big blockbuster film Big Hero 6.