Visit Luca (Disney)
Ever wished that you could travel into a place from a Pixar film?
We did!
So when Pixar was about to launch a film about sea monsters going up to the surface to visit a quaint coastal Italian town of Portorosso, we took the chance to promote the film as though it were a new travel experience. Allowing people to experience this new world like that of Luca and Alberto.
Welcome to Portorosso -
Postcards from Portorosso
To introduce the location and what is it renown for, we turn scenes from the trailer into postcards to invite viewers to ‘visit’ Portrosso on the premiere date.
Top 5 Things To Do In Portorosso
To further entice people into ‘visiting’ Portorosso, like any click-bait travel piece on social, we introduce the top 5 things that one can get to experience whilst visiting Portorosso.
Portorosso Guide
To kick start some ‘travel’ planning, drawing from the language and topics from the ever essential ‘Lonely-Planet’ guide, we created our own travel guide to aid viewers into experiencing the best of Portorosso.
Further more, we would consolidate these travel guides onto the ‘Guides’ tab on instagram and promote them.
IG Guide example
Learn Italian With Luca
A travel experience will not be complete without learning some of the culture and language of the location. Which is why we took it to our social pages to introduce and teach about the culture and language of Portorosso to help views to further immerse themselves into the culture cultured on the film as well as to understand the cultural/language nuance of the film.
Poll options:
The universe | The University (X)
Poll options:
Fishermen’s Club | Seafood Circle(X)
Local Legends
As viewers are not from Portorosso, local legends (like sea monsters in Portrosso) might be hard to relate. So, we created localised post to help people across different regions to relate to legends so that they would be on equal footing with the locals from Portorosso towards sea monsters.
Join Massimo’s Sea Monster Hunt
To help create a local experience (for a fictional town), we invite people to join Massimo on a fictional hunt for sea monsters online.
Through partnering with Google, we host a digital scavenger hunt for sea monsters. Giving participants a chance to win tickets to the show.
How it works
1. We partner with Google to scatter tiny “sea-monsters” across the map of Singapore
2. We announce the mission on social, calling all sea-monster hunters to look out on Google maps for these monsters.
3. To keep things exciting and to build on the hype, we realise new clues daily so that people will be able to find the monsters.
4. Upon finding a monster on the map, clicking it will link hunters out to a special promo code that they can use to redeem free tickets to the show.
Reconnecting Childhood Friends
Experience is better shared, especially with childhood friends. As part of the themes of the film, we want to invite childhood friends to make watching Luca a friendship reunion event.
Simply by coming down with their friends and bringing an old photo of them to our partner cinemas, people can stand to get discounted or complimentary tickets.
The Italian Experience
What better way to promote an experience than to get people to experience it themselves. Partnering with local content publishers or KOL, we give audiences a taste of Luca’s own holiday by letting them recreate the Italian experiences in their own county.
An example would be to partner with TimeOut to create a family-friendly activities guide for the school holidays.
Some example of activities could be:
Rent a scooter for a day with a sidecar
Gelato/pasta/pizza making class
Coffee appreciation class
Fishing day trip
Star gazing
Glamping at the park
Afternoon scooter rides around town
Glamping and stargazing at the park
Take a bite of Italy with cooking classes
Explore the coastal waters on a ferry boat ride
Childhood Gelato
If one could take a trip down memory lane, to the carefree days of one’s childhood, what would it taste like?
We poll fans about their fondest childhood memories and work with a food KOL to create this one-of-a-kind gelato flavour.
Sample poll questions:
By using the poll function on instagram, we ask viewers questions pertaining their childhood. From there, the choices that the majority make will help influence our food KOL to create a unique flavour.
How it works
1. Work with food KOL to brainstorm flavours, colours and textures, and the childhood experiences they can be linked to.
2. Publish IGS polls to get fans to vote for their favourite childhood experiences
3. Food KOL works on creating the gelato recipe while we publish BTS content
4. Announce its completion, share the recipe and potentially let people try it for free during the premiere event.