Nissan: Disney’s “A Wrinkle in Time” Movie Integration

SCOPE:

Promotion of Nissan’s collaboration with Disney’s “A Wrinkle in Time”, and specifically Ava DuVernay’s groundbreaking role as the first female director of color to direct a $100 million film, the agency created a comprehensive promotion plan. The plan included an announcement event with the top 200 African-American newspaper publishers, a hackathon collaboration with Black Girls Code, a “Visionary Filmmakers” contest, an all African-American media junket for the world premiere, an all-female ride and drive experience, and three simultaneous opening night private screenings. The agency handled all aspects of events from ideation through full execution and debriefing.

RESULTS:

The combined events netted more than 200 million hashtag impressions. Associated Press photos of Oprah Winfrey posing with the Nissan LEAF on the red carpet of the movie premiere were picked up globally. Nissan has continued its support of Black Girls Code because of this activation. Advertising value equivalency for the social media engagement is more than $1.5 million.