Disney and Marketing: 360 Degree, Involving Everyone

360 Degree Marketing

360 degree marketing is when marketing aims to include everyone. This includes old and young, different races and fans of different genres. Disney used this strategy to market Jungle Book 2016.

Disney Fans

For the most part it is safe for Disney to assume that their fans will already want to watch their movies, but just in case they still use things such as Disney Expo's to market movies like JB16. 

This allows Disney to make sure their own fans are interested in the movie.

Teenagers

In part to make “The Jungle Book” appeal to a finicky high school crowd — older siblings tend to influence younger brothers and sisters — Disney packed the first trailer with scary moments (pouncing panther, snarling tiger, stampeding buffalo) while hiding the musical numbers and keeping Baloo’s goofier moments to a minimum.

Hispanic

Studio marketers have learned that Hispanic moviegoers tend to buy tickets in particularly large groups; if you hook one family member, you can get an exponential result. To achieve that goal, Disney teamed with Univision (the largest Hispanic American channel) for a five-week stunt that brought “Jungle Book” characters and clips to telenovelas, talk shows and sports coverage. Disney even built a tool to allow Univision personalities to appear in scenes.

Men

Generally speaking, women and girls see Disney’s magic castle logo on a trailer and are pulled closer. The opposite can be true with men. So Disney aggressively and repeatedly pitched “The Jungle Book” to male audiences.

Commercials on ESPN portrayed the movie as coming not from the studio that made “Cinderella” but “from the studio that brought you ‘Pirates of the Caribbean.’” An extended 3-D trailer for “The Jungle Book” was attached to “Star Wars: The Force Awakens,” which had an audience that was 58 percent male.

And Disney rolled out an action-oriented trailer during the Super Bowl.