20-in-20 Marketing Partnerships, Movies: Disney’s Mulan

20-in-20 Marketing Partnerships, Movies: Disney’s Mulan


Date: December 14, 2020
Tags: #colourpop #disney #disney-plus #republic-of-tea #walt-disney-studios
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Last Call is celebrating the holidays with the 20in20 countdown of the movie marketing partnerships showcasing the year’s biggest promotional properties! Each day throughout the holiday season, we will feature a dive into the major promotions put together to support the release of one of the past year’s biggest properties.

Walt Disney Studios and Disney Plus release of Mulan – September 2020

20in20 Movie Marketing Partnerships: Mulan

The theatrical industry felt the impact of the pandemic, with theaters closing and people unable to congregate—however, promotions for tentpole blockbusters were already well underway. One such blockbuster was Walt Disney Studios‘ live-action Mulan which, through the flexibility of the studio, was eventually released on the Disney Plus streaming platform for an additional fee. Despite not receiving a full theatrical release, Mulan still benefitted immensely from the movie marketing partnerships launched prior to the release adjustment. Today we’re going to focus on the marketing partnerships Walt Disney Studios was able to put together with Colourpop and The Republic of Tea.

Colourpop: Makeup & Movie Marketing Partnership

To celebrate the release of Mulan, Walt Disney Studios collaborated with Colourpop on a multi-faceted movie marketing partnership. The partnership consisted of a collection of branded makeup products inspired by the film. The Mulan | Colourpop collection included an array of items such as lipstick, pressed powder blushes and more. All items that comprised the collection featured custom-branding that pulled design elements from the movie.

20in20 Movie Marketing Partnerships: Mulan

Program Specifics:

The entire collection was available online at Colourpop‘s website as well as in select stores. The promotion was aimed at Adult, Teen and Tweens age groups. It launched prior to the film’s debut in September 2020.

CATEGORY
Health & Beauty

PROMOTIONAL ELEMENTS
Licensed Product, Branded Content, Collectible

MEDIA ELEMENTS
Mobile, Online, Social Media

TARGET
Adults
Female
Male
Teens
Tweens

Program Timing: September 2020

The Republic of Tea: Beverage & Movie Partnership

Walt Disney Studios also promoted Mulan through a partnership in the beverage category. Walt Disney Studios partnered with The Republic of Tea to celebrate the release of Mulan. Disney collaborated with Republic of Tea to celebrate Mulan with the Mulan Warrior Green Tea. The branded tea had flavors of ripe strawberries and a touch of vanilla that could be enjoyed either hot or cold.

20in20 Movie Marketing Partnerships: MulanProgram Specifics:

The Mulan Warrior Green Tea was promoted on Republic of Tea‘s website as well as on their official social media channels by encouraging customers to enjoy a tea-centered watch party of the film.

CATEGORY
Beverage

PROMOTIONAL ELEMENTS
Licensed Product, Branded Content, On-Pack

MEDIA ELEMENTS
Mobile, Online,

TARGET
Adults
Family
Female
Male
Teens

Program Timing: September 2020


Last Call 20 in 20

We hope you’ve enjoyed this dive into the promotions from Walt Disney Studios

In addition to these programs, MarketingPartnerships.com has a Partnership Gallery with over 10,000 non-profit, entertainment, and brand partnerships.  VIP Members can access these additional promotional programs from Disney and many more:

Check back throughout the month of December as our Last Call 20in20 countdown will celebrate partnership activities from some of the year’s biggest Film, TV, Music, Gaming, and Non-Profit Organizations!  


MarketingPartnerships.com

If you like the types of partnerships profiled here, MarketingPartnerships.com features over 10,000 partnerships and 2,000 TV spots from past programs. This unique community features galleries dedicated to the people, properties, partnerships, and companies driving the partnership marketing business.

Stay connected to the brand and entertainment marketing community throughout the year! Basic membership on MarktetingPartnerships.com is free to all brand and entertainment marketers and introduces members to over 1,000 promotional opportunities from major entertainment companies, non-profits, and more.  In addition to marketing opportunities, Basic Members may access featured research from our Partnerships, Videos, and People Galleries.  VIP Members have unlimited access to all of this partnership information as well as all of the people, properties, and companies that make up this unique community of over 7,500 marketers.


 

 

Posted by: Earl Schultz

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