Lightyear Campaign
A family centered campaign with strong star power.
Lightyear Premiere
When I joined the digital marketing team, Lightyear was a week away from premiering. Therefore, most of the work I did on this film was during the roll-out process building up to the release and directly following. I attended the premiere and took photos at the step-and-repeat of the cast and crew. Those images were then shared to Twitter and Instagram to give fans content from the event.
Utilizing Sox
One of the best marketable characters of the film was Sox, the robotic cat. I created various gifs of Sox from the trailer and creative content to help encourage conversation. Additionally, I compiled a spreadsheet of sox tweets, fan-art, and video projects that could be used to highlight the fans’ excitement.
Tweets in Space
I was incredibly lucky to also be part of the initiative to send fans and cast tweets into space. Since Lightyear revolves around the space ranger, Buzz Lightyear, creating a marketing plan that directly relates to outer space was very topical. We wanted to primarily generate UGC (user-generated content) from this initiative.
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