Walt Disney conducts Jungle Book campaign
Walt Disney Studios Motion Pictures Canada is conducting an experiential marketing initiative in support of the release this week of its new film The Jungle Book. The campaign makes use of an interactive installation in Montreal, Vancouver and Toronto. The display features characters from the film in a jungle setting. Passers-by are encourages to take photographs of themselves with the characters and share it on social media sites. When an image is posted to Twitter or Instagram using a specific campaign hashtag, it triggers a display of blooming flowers and foliage in the installation. The campaign was developed by Disney Canada in collaboration with Simon Pure Marketing. The Jungle Book will open nationally on April 15.