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Lion King Marketing Ideas (LO2)

In 1994 Disney and Lion King did normal advertising through adverts, flyers, trailers in cinemas, and general advertising in newspapers and magazines.  

However, their unique advertising worked the best,

Tie-ins and merchandise: Burger King, Mattel, Kodak, Nestlé and Payless Shoes, 

Merchandise, accounting for 186 licensed products.  In 1994, Disney earned approximately $1 billion with products based on the film, with $214 million for Lion King toys during Christmas 1994 alone.



How Would I do it?

If I was to advertise Lion King now, I would flood every platform with trailer advertisements, including YouTube, TikTok, Instagram, FaceBook etc. 

I would hold events with lions and animals at zoos to promote the film through entertainment, hoping that younger ages would enjoy seeing the lions and many make them watch the film with their parents.

I would also sponsor football teams and other huge sporting organisations hoping that the fans would buy the sporting kits which will have the lion king logo helping spread the advertisement outside of the sporting team. 

I would also do the traditional advertising through newspapers, magazines, toys, lego sets and much more to help promote the general audience etc.


    What did they do?

Disney, marketed the lion king remake through changing the happy meal box to the lion king using various film iconographies.

They promoted a teaser trailer on YouTube which reached a staggering 66 million views, when they final related the full trailer it gained 44 million views. 

They also made a Spotify playlist, with the most popular songs some being from Elton John, resulted in huge popularity with young teens playing the Spotify playlist made by Disney.

They distributed digitally as well as Blu-ray DVD, the DVDs helped promote the lion king as it was the first thing you would see in stores around the world, helping general advertising as well as getting sales through purchases of the DVDs.






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