Disney has detailed Cars: Fuel Your Fun, a new retail and marketing campaign designed to build excitement and engagement around the Cars brand.
Running from March to July 2014, the campaign aims to drive collectability at retail and fuel engagement between consumers and the brand.
Fuel Your Fun will be promoted through a TV advert on the Disney Channel and in Odeon cinemas as well as being integrated into Mattel’s spring/summer Cars TV campaign.
There will also be a dedicated website containing interactive and exclusive content such as games and competitions, and will be present across all social media platforms.
The campaign is also being supported by key licensees including Mattel for toy products, Procos for partywear and stationery, George at Asda and F&F at Tesco for apparel.
The collectability aspect of the campaign will be pushed through products purchased as part of the Fuel Your Fun campaign, as consumers will be able to unlock exclusive content via a code which will be available on purchase of qualifying products.
These codes allow consumers to unlock exclusive content such as online mini-games, a sound-board and a virtual car wash.
“We know that Cars is a franchise that boys in the UK absolutely love, our insights revealed that vehicles are the #1 play type enjoyed by boys aged 0 to five," said Mike Stagg, VP Retail at Disney UK,
"So we are looking forward to seeing the reaction from families to this exciting loyalty programme.
"We are delighted with the support we have received from licensees and retailers for Fuel your Fun, which has enabled us to implement such an integrated and wide reaching programme”
The campaign will be comprehensively at retail, with Tesco, Asda, Sainsbury's, Toys R Us, Argos, Smyths Toys and Disney Store all featuring initiatives both in store and online.