What We Can Learn About Marketing From Incredibles 2

One of the biggest and most anticipated movies from this summer was the long-awaited Disney movie, Incredibles 2. After 14 long years, fans of the original movie finally got their wish. Indeed, those who saw the original movie when it first came out were probably more excited than the younger kids about it. Yet that didn’t stop it from being one of the biggest movies of the summer. Disney is a company that knows how to effectively market their movies, after all. What can other businesses learn about marketing from Incredibles 2?

1. The Incredibles is a movie franchise that transcends age. It’s fun and visually appealing to children, but also has some humour that appeals to adults. And of course, it’s a superhero movie, so that also makes it appealing to all ages. With a franchise like this, it makes it easy to market to everyone. And not for just Disney, but for other brands as well who want to piggyback off it.
2. Many brands partner with production companies. They have different options, such as loaning product for product placement. Or they can do promotions leading up to a movie release in order to gain PR and consumer attention. You’ve probably seen a lot of commercials from different brands that have some sort of promotional tie-in prior to some big movie being release. Incredibles 2 had a least a dozen brand partnerships, such as Horizon Organic, McDonalds, Kleenex, and Best Western Hotels.
3. Disney Learning reportedly partnered with Lerner publishing to release educational material the same day Incredibles 2 was released.
4. The Disney “marketing machine” also targeted the global audience by releasing Incredibles AR emjoi characters for the Samsung Galaxy S9 phones.
5. Disney also took a “whole family” approach with an ASICS multimedia campaign to inspire families to get active together.
6. Besides using marketing tactics that people could see, interact with, or even visit (a four-story inflatable super baby), Disney also had the right timing. They waited for a summer release when there had both been a lull in major animated movie releases and when children would be out for the summer.

Businesses can take a page from Disney’s marketing tactics. They had a product that transcended age and appealed to everyone. They had multiple promotional partners that could reach everyone. They had a wide range of marketing tactics that people could not only see but also interact with. Plus they knew that timing is a major factor and they waited for the right time to release their product. By doing their marketing correctly, Incredibles 2 was able to break box office records. And now that a younger generation has been introduced to the Incredibles, a third instalment is sure to come along.

Learn more about how Disney marketed Incredibles 2 by going here, here, here, and here.

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