Partnership:

Trolls and Macy's

Description:

DreamWorks Animation and Macy's partnered for a branded campaign to celebrate the November release of TROLLS. The partnership saw a variety of marketing efforts, ranging from branded TROLLS products in-store, including items in collaboration with designer Betsey Johnson, to a a movie-themed float in the Macy's Thanksgiving Day Parade. The campaign was promoted on social media, print, digital, in-store, and out-of-home. 

The mobile component included the #gethappy hashtag, a tagline of the movie, that Macy's included on all social media platforms. Other digital touch points included both live-action and animated spots online and on TV. All digital content associated with the campaign was available through Macy's mobile-optimized hub, which collected all of the digital content and allowed users to browse TROLLS-themed products, incentivizing them to buy online and through mobile. 

Macy's also created a replica of a crown worn by one of the film's characters, worth $750,000. The crown was housed at Macy's flagship location in Herald Square and was available for purchase. 

 

Partnership Opportunity:
Trolls/Theatrical
Partner/Category:
Macy's /Retail
Timing:
4th Quarter 2016
Target:
Female
Tweens
Teens
Family
Promotional Elements:
Branded Content
POP Display / End Cap / Shelf-Talker
Media Elements:
Micro site
Mobile
Online
Signage
Social Media
Other
Created On:
2020-11-30
Last Modified on:
2017-03-21
Companies Involved
Tuck

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