In advance of the release of Pixar’s latest film Monsters University on June 21, Walt Disney Studios Canada is inviting Toronto movie fans to visit the “Monsters University” school bus at several scheduled stops across Toronto.
First appearing June 8, the full-size school bus offers children and adults alike the opportunity to climb on board for a chance to win prizes, watch scenes from the film and participate in a variety of activities such as creating a custom “MU” monster student.
Walt Disney Studios Canada worked with its experiential marketing agency Simon Pure on the concept. According to Greg Mason, vice-president of marketing at Walt Disney Studios Canada, the school bus idea was inspired by a scene in the film. It’s also a way to market the film to consumers in a more personal, hands-on way.
“We love experiential marketing,” he said. “People love to get close to the Disney brand and we hope this will generate a lot of word-of-mouth ahead of the release of the film.”
Mason said the bus is one aspect of a much larger campaign for the film – the Monsters University promotion is the biggest campaign of the year for Walt Disney Studios Canada, and other elements include a “huge” out-of-home push, along with digital, broadcast, radio and print ads.
The school bus will only be making stops in Toronto (including select schools in the city), but Mason said dedicated event teams will be running similar on-the-ground promotions in other markets. The bus is also being promoted on Facebook, Twitter and through word-of-mouth.
Those who spot the bus are invited to tweet a photo to Walt Disney Studios Canada’s Twitter account (Twitter.com/DisneyStudiosCA with the hashtag #MUbus for a chance to win a “Monsters University” prize pack.
