The movie benefited from extensive branding around the 20 May Formula E Paris EPrix which was supplemented by an Allianz eVillage, a family friendly area with a life size model of Lightning McQueen on display, flanked by gaming pods hosting Cars 3 video game, Driven To Win. Notably, Formula E sits along side Drone Racing League as a slew of new sports insurance giant Allianz sponsors.
Disney EMEA, building upon this activity, is now generating content with Formula E drivers, underlining what it takes to be a champion. It will gain the benefit of running in synchronicity through both Disney and Formula E platforms.
Tricia Wilber, chief marketing officer at Disney EMEA, said: “The Cars franchise and Formula E complement one another perfectly in creating an authentic and meaningful partnership, and we look forward to a great long term collaboration between us. The drivers in the series embody the dedication and determination also seen with our characters and enable us to highlight the key qualities which anyone can use to be a champion.”
Ben Padley, global marketing and brand director, Formula E said: “Teaming up with Disney epitomizes the uniqueness of the Formula E championship and our ability to engage the next generation of sports fans. Formula E races in the centre of the most iconic cities in the world and our collaboration with Disney is a truly authentic way to showcase our electric street racing series and the raw driving skills of our drivers.”
Cars 3 hits cinemas 14 July, the campaign is to accelerate closer to that date.