Wreck It Ralph goes crazy on Carvana website in promotional campaign for animated sequel

Animated character Wreck It Ralph is about to break the internet in his sequel by Disney, and to prepare for that he’s going a bit nuts on Carvana’s easy online car buying experience.

The collaboration between Disney and online car retailer Carvana has produced a movie and car promo that features the lovingly destructive Ralph and friend Vanellope in promotion of the upcoming Ralph Breaks the Internet movie, coming out Nov. 21.

Carvana kicked off national TV advertising with a 30-second commercial that combines animation and live-action footage, following Ralph and Vanellope as they go on a shopping spree through the internet. When they see someone using Carvana’s interface to buy a car in less than 10 minutes, they decide they need all the cars and press car after car. Cut to the door of a live-action house, where the owner sees that their delivery from Carvana has arrived, including every car Ralph and Vanellope ordered.

“Cars are a central storyline element in both movies, and now that Ralph and Vanellope are entering Carvana’s world it was fitting that we join forces to showcase how we’re making car buying fun again,” said Carvana chief brand officer and co-founder Ryan Keeton. “We hope Ralph Breaks the Internet fans have as much fun seeing the movie as we did developing the elements of this campaign.”

Throughout November, Carvana advertising featuring Ralph Breaks the Internet will be all over the internet, as well as TV, out-of-home and digital channels, including Carvana.com. Besides the 30-second spot, the campaign also includes an online sweepstakes where someone can win a trip to the movie premiere. Also, on Carvana.com, visitors will be greeted by Ralph on computers and mobile devices and can do a 360-degree virtual vehicle tour of cars from the movie. Other elements include Ralph being wrapped on Carvana’s car vending machines as well as cross promotions on social channels and display ads.

Overall Rating
5/5 Vote

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.