C A G E T H E C U L P R I T S

ZOOTOP IA S O C I A L M E D I A C A M PA I G N

1

Ta y l o r C o x

7 M a y 2 0 1 5

E X E C U T I V E S U M M A R Y

This social media campaign will lead consumers on an interactive quest through social media platforms to unlock the first exclusive trailer for Walt Disney

Animation Studios’ upcoming film Zootopia. The campaign will be announced on the official Walt Disney Animation Studios-run Facebook, Twitter, Tumblr,

Snapchat, Instagram, and YouTube accounts. From June 21st 2015 to June 27th 2015, eager Disney fans will check these accounts for clues to crack the case of

the stolen film footage. This will increase social media visitation, as well as generate buzz for the new film before its release in 2016.

2

O B J E C T I V E S

PR

E

E

OM

T

NG

GE

HY

E

S

LAIC

3

C A L L T H E Z O O T O P I A P O L I C E !

C A M PA I G N L A U N C H

The campaign will be announced on all previously mentioned social media platforms on June 17th 2015 at noon. Although the message will be consistent in content, it will vary depending on the social media platform. For example, on YouTube, the message will be in the form of a short video clip. On Twitter, the announcement will be shorter (due to the character restriction), with a link to the Facebook page for a more detailed explanation of the campaign. On Snapchat and Instagram, the message will be image-based and also linked to the description on the Facebook page.

4

Above: #CageTheCulprits announcement on the Walt Disney Animation Studios Facebook page

J U N E 2 0 1 521 22 23 24 25 26 27

Facebook 1st hint

Twitter 2nd hint

Tumblr 3rd hint

Snapchat 4th hint

Instagram 5th hint

Youtube 6th hint

Above: Although empty squares seemingly signify social media inactivity, those in charge of running Disney’s social media platforms will continue to operate them normally, interacting with fans and promoting their #CageTheCulprits campaign. On the 27th, participants will receive a link via email to view the first ever Zootopia trailer.

12PM

12PM

4PM

6PM

4PM

6PM

5

P O E M S A N D PA L SFA C E B O O K

The first clue will be given in the form of a poem, which was left behind by the Raccoon Rascals. Participants, or “agents,” will have to read and decode this poem in order to retrieve a time and a social media platform to check the following day for the next clue. After the poem concludes, Disney will include a short followup from Judy Hopps to clarify the poem for younger agents who may not be capable of decoding the hint. The post will be carefully crafted so that it demonstrates the character’s voice, which will build consumer familiarity with the brand and its product(s).

6

From top to bottom: first hint on the Walt Disney Animation Studios Facebook page; photo of main characters Judy Hopps and Nick Wilde

F R O S T Y P H O T O H U N TT W I T T E R

The following clue will be found in a photo posted to the official Walt Disney Animation Studios Twitter account. Like the first clue, this one requires some deciphering. Disney will provide a photo of Tundratown, where agents will follow a jumbled mess of raccoon footprints in the snow to reveal the next clue. This is an interactive game that even the youngest of agents can play with their guardians, siblings, or older friends.

7

From top to bottom: second hint on the Walt Disney Animation Studios Twitter account; raccoon footprints

D I S N E Y D R A W I N G D R A GT U M B L R

This hint, in comparison to the others, requires less participation. All agents have to do is drag the two gifs found on the Walt Disney Animation Studios Tumblr blog. However, there is a fun little twist to this activity — agents get a glimpse into never-before- seen concept art from Zootopia. The gifs will flash a series of photos of the different towns in Zootopia for agents to “explore.” Upon dragging the gifs with their mouse, they will discover the social media platform on which the next clue will be, as well as the time at which it will be posted.

8

Both photos: draggable gifs on the Walt Disney Animation Studios Tumblr blog

S T O R Y T I M E S E A R C HS N A P C H A T

On Snapchat, Walt Disney Animation Studios will upload a 60-100-second Story that will take agents on a visual journey through Zootopia. The Story will contain a mixture of both photo and video content that will further

establish the characters’ voices/the film setting. In being fully immersed in the fictional world, agents will continue to feel like active participants in this crime-solving scenario. If the game is enticing, participants will expect the

same from the film. On the final photo slide of the Story, agents will find the official Instagram logo and a number, which correspond to the next social media platform and the time at which the next clue will be posted.

9

From left to right: Judy Hopps thanking agents; Nick Wilde sarcastically commenting on Raccoon Rascals; final photo in Snapchat Story

M U M B O J U M B OI N S TA G R A M

On the Walt Disney Animation Studios Instagram account, agents will find a “piece of paper” with jumbled up letters and numbers on it. It is their job to unscramble the mess to uncover the final clue of the hunt (YouTube, June 26th, 6 o’clock). While this little brain teaser may be considered challenging by some, participants can always find a solution by using the process of elimination.

10

Above: Instagram word scrambler

A N N O TAT I O N A N T I C SY O U T U B E

26 June 2015

Arguably the most interactive campaign activity is the annotation hunt. Walt Disney Animation Studios would utilize the annotation function on YouTube to link several videos and clips together to create an interconnected game-like activity. Agents will be able to experience firsthand the city of Zootopia as they take wrong turns, reach dead ends, and meet other characters on their journey. Eventually, they will happen across a link that will redirect them to a private URL, where they will be congratulated by Officer Judy Hopps and Nick Wilde for caging the culprits. At this time, agents will input their email addresses, so that Disney can send them an exclusive Zootopia trailer the following day.

11

Above: annotated YouTube activity

W O O H O O ! F R E E S T U F F !I N C E N T I V E S

As mentioned earlier, Walt Disney Animation Studios will continue to actively run the social media platforms on days where no hints will be provided on a given platform. They will utilize their platforms to address any consumer concerns, to make clarifications, and to promote their campaign using the

#CageTheCulprits hashtag. Also, Disney will be creating giveaways, so as to instill initiative within their followers. Furthermore, Disney’s Tumblr blog is a great place to repost fan art as a way to

acknowledge and to interact with fans. In doing all of this, Disney will optimize their credibility, their consumer-brand relationship, their campaign, and their revenue.

12

From left to right: merchandise giveaway on the Walt Disney Animation Studios Twitter account; Disney reaching out to fan artists

M I S S I O N A C C O M P L I S H E D

Overall, the #CageTheCulprits campaign seeks to engage Walt Disney Animation Studios’ consumers with the brand and its upcoming film, Zootopia. By establishing and fostering an entertaining and friendly environment on their social media platforms, Disney has the power to generate more consumer-brand communication on said platforms than ever before.

13