Avatar: The Way Of Water

Avatar: The Way of Water

Experiential Campaign

Project Partners: Sam Gebicki, Megan Boyda, Keith Wang

Objective

Promote Disney Plus and their new film coming to December this year through a experiential campaign.

Opportunity

They still have FOMO and crave experiences

An overwhelming majority of 72% of millennials would rather choose an experience over a material item. Even though they are parents, they still have a common need to let the world know that they are living their best lives.

They want brands to care as much as they do, and show it

87% of Millennials say that brands should act with integrity and support the causes that they care about.

They love to do things as a whole family

74% of millennials include their children decisions and is ‘real’ with their kids, so they really prioritize family connection.

Insights

They already use and love Disney+ in their homes
The second largest portion of Disney+'s users are 25-34, taking up 25% of their audience demographic. Additionally, the biggest majority of users (42%) are from suburban locations, which are largely occupied by families.
They loved Avatar as teens, and more than a decade later, they're ready to share it with their kids
These Millennials were in their prime teens / early 20s when the first Avatar came out. They have great memories of the movie and are looking forward to the release of the highly anticipanted sequel. Now that they have kids of their own, they're excited to share the experience with them.
They're media-focused, but love in-person events
Over 80% of Millennial parents are online, but they still crave in-person events and activities. They are constantly looking for activities they can do as a family and want to keep their kids excited and engaged.