HOME > CHIEF MARKETER > DISNEY BUILDS NARNIA BUZZ VIA SNOW GLOBE EXPERIENCE
 

Disney Builds Narnia Buzz Via Snow Globe Experience

By Nov 22, 2005

Walt Disney Pictures and Taubman Centers shopping centers are giving fans of the anticipated The Chronicles of Narnia: The Lion, the Witch and the Wardrobe a chance to experience the film days before its launch through larger-than-life, movie-themed snow globe displays.

Through Jan. 8, 11 Taubman malls are bringing the film to life via 22-foot snow globes set in a holiday display featuring a walk-through the magic wardrobe in a simulated snow-covered Narnia. Real-life figures tell the story based on the film. When visitors step into the snow globe display, a rush of cold air greets them.

The Becker Group, Baltimore, MD, handles.

“It’s a little oasis from the … hustle and bustle of the shopping mall,” said Becker Group VP-Marketing Rob DiGisi, of the mall experience. “It truly comes to life.”

The displays are designed to immerse shoppers in a 3-D world of Narnia and to target consumers with a new method of marketing films, said Becker Group President-CEO Glenn Tilley. Shoppers will find different props used in the movie at each mall location.

“In the mall environment…studios [want] to reach the consumer directly to move them in a unique way beyond any traditional methods of marketing,” Tilley said. “We want to create a deeper relationship with the consumer.”

“They can touch it, they can smell it, they can be in it,” he added of the display. “You walk away with an amazing experience.”

Participating shopping centers include the Beverly Center in Los Angeles, the mall at Short Hills in Short Hills, NJ, the Dolphin Mall in Miami, Fair Oaks in Fairfax, VA, The Shops at Willow Bend in Plano, TX, Cherry Creek in Denver, the International Plaza in Tampa, FL, Northlake Mall in Charlotte, NC, West Farms Mall in Hartford, CT, MacArthur Center in Norfolk, and the Mall at Wellington Green in Wellington, FL.

“For us, the idea of snow globes was a perfect place to showcase the movie,” said Christine Cadena, VP-marketing for Buena Vista Pictures. “[Narnia] is obviously a beloved story. [Consumers] will see that story come to life on the big screen. This is the perfect opportunity to extend that experience and allow consumers to experience it in a different way.”

In mall signage, online materials and p.r. supports.

Based on the adaptation of C.D. Lewis’s book, The Chronicles of Narnia: The Lion, the Witch and the Wardrobe follows the exploits of four Pevensie siblings during World War II in England who enter the world of Narnia through a magical wardrobe while playing hide-and-seek. Once there, the children discover a peaceful land inhabited by dwarfs, beasts, centaurs and giants that is cursed to an eternal winter by the evil White Witch Jadis. The children, and the Narnia’s mystic ruler, the lion Aslan, fight to overcome the White Witch’s power to free Narnia from Jadis’ icy spell.

The film opens nationwide on Dec. 9.

Visitors can also enter to win a Kodak-sponsored sweepstakes at each of the 11 Taubman malls. One grand-prize winner gets an all expense paid trip to the world premiere of The Chronicles of Narnia: The Lion, the Witch and the Wardrobe in London, a Kodak EasyShare digital camera, printer docks, memory cards, photos books and coupons and free tickets to the film.

Online materials and in-mall signage support.

In other news, Energizer batteries is out with a collectible snow globe offer to celebrate the release of The Chronicles of Narnia: The Lion, the Witch and the Wardrobe. Consumers who buy specially marked packages of Energizer Max AA eight-pack batteries will receive an offer for a free snow globe based on the film. The snow globe features Asian the lion. Online materials supports.

For more stories on event marketing
For more stories on games, contests & sweeps