How Boots, Yo Sushi, HelloFresh and more marked the launch of new Disney film Lightyear
To promote the launch of Toy Story spin-off Lightyear, Disney UK joined forces with Boots, HelloFresh, Westfield, Novotel, Hyperoptic Broadband, Yo Sushi and The UK Association for Science and Discovery Centres (ASDC). The Drum takes a closer look at these partnerships.
Disney and Pixar are promoting Lightyear with Boots, Novotel and other partnerships in the UK
Lightyear, which has already grabbed global attention after being banned in 14 countries due to a same-sex kiss in the movie, is to be released exclusively in UK cinemas on June 17 with a host of brand partners.
As part of the Boots partnership, Soltan, the sun care brand from the pharmacy chain, has rolled out the ‘Get Mission Ready This Summer’ campaign where they are offering a gift of a Lightyear water bottle (via Boots.com) or lunchbox (in-store) when purchasing two Soltan products, running exclusively in selected Boots stores across the UK and online until August 23 2022.
The campaign will be supported by an owned and earned channel activation, in-store, online, paid and organic social and print promotion.
Meanwhile, HelloFresh’s ’To the Dinner Table and Beyond’ campaign has created 10 limited-edition recipes inspired by the movie including chicken ’meteorite’ nuggets and mash, and rosemary roast chicken and tomato ’asteroids.’
HelloFresh is also working with Joe Swash to help transform family mealtimes, with the TV personality and his family getting creative in the kitchen to create designs using nothing but a HelloFresh box and items from around the house.
The campaign is supported by paid digital and social, a Lightyear-inspired cooking event for media and influencers, and a competition to win the ultimate astronaut training experience in Orlando.
Hyperoptic’s ‘Are You Ready to Reach Hyperspeed?’ campaign links fast internet speed to Buzz’s mission to reach ‘hyper speed.’ The campaign, which runs until July 31, includes a 30-second spot using Lightyear movie clips across TV and digital, as well as out-of-home (OOH) support.
Yo Sushi rolled out the ‘Get ready for... Yo lift off’ campaign featuring a limited-edition Lightyear-inspired menu that is available nationwide in all UK Yo restaurants, including a Rocket Booster Bento Box for kids and a Rocket Roll for sushi-lovers. Yo Manchester Arndale is further being transformed into an ‘International Space Sushi Station’ (open until Sunday July 10), while the campaign is also supported by paid digital and social, and in-store activation.
Novotel’s ‘Your Family Mission Starts Here’ global campaign features Lightyear branding in lobbies, plus games, stickers and star projectors for kids. Each hotel guest will also receive a boarding pass inviting them to embark on a family mission, suit up as Buzz using an exclusive Snapchat Lens, or pose with a digital Buzz in the lobby via an augmented reality (AR) photoshoot scene. The campaign runs until September 30.
The UK Association for Science and Discovery Centres (ASDC), a charity with over 40 centers across the country including The Royal Astronomical Society in London and The National Space Centre in Leicester, has created co-branded resources designed to encourage exploration, curiosity and understanding of the space and time themes in the film. The campaign also sees the centers host Lightyear-inspired workshops and events including ‘Space Ranger Day’ happening on Saturday June 18.
Disney and Pixar also worked alongside the UK Space Agency to deliver real-life astronaut Tim Peake’s voice into Lightyear, as well as inviting key astronauts and space experts along to attend the film’s premiere and gala.
Westfield and Disney’s ongoing collaboration continues with themed takeovers in in both Westfield London and Westfield Stratford City shopping centers until June 20.
Disney has also partnered with Nasa to promote Lightyear in the US.