When all else fails, go old school. That’s the most valuable learning with the latest Disney Campaign for ‘Wreck-It Ralph’. It’s a learning that not many people subscribe to anymore. After all, it’s the generation when even the cheapest mobile phone can take pictures with pixels small enough to be used for posters.
About the Movie
The movie is a take off from a popular video game “Fix it Felix”.
At night, when the video game store closes, the video game characters are free to do their own thing. They often hang out together. When Ralph, the antagonist in the video game, realized that he is not invited in many of the gatherings, he gets angry. He wanted to stop being seen as a villain but it seems that no matter what he does, his image doesn’t change. They always see him as the angry and bad character on the video game.
The Marketing concept
The whole video game is done in 8-bit. It’s very low quality and very old school. It is exactly the feel and tone that Disney wants the audience to feel.
There are a thousands of ways they could have promoted the film. They could have brought the characters to life through holograms or augmented reality but all those are very high-tech. They would lose the original intention. So, they went as old school as old school can get. they went to the streets.
Disney created sculptures of the different characters in the film with an 8-bit look. They then scattered these sculptures on the streets of London.
Knowing it could be hard for people to get the image with such big pixels, sculptor Aden Hynes created simple everyday objects that are easy for for people get.
There isn’t a lot of interactivity. After all, it’s is a street exhibit. There really isn’t a lot anyone can do with it except stare at it but it did achieve the objective… make people look.