The film release is the culmination of a multi-pronged marketing campaign that has embraced the social and digital spheres, and in the process, helped reinvigorate the Muppet brand.
It’s rare to see such solid execution on so many digital and social channels and for that reason, we wanted to take a deeper look at the various aspects of Disney’s and The Muppets Studios’ efforts.
Going Viral to Revive Interest in a Brand
Over the last two years, The Muppet Studios has embarked on a proactive social and viral campaign. It all started with an epic cover of Queen’s “Bohemian Rhapsody”, and was followed by more songs, iPhone apps and responses to episodes of Internet backlash with just the right amount of aplomb and visual humor.
In retrospect, the timing of these viral video endeavors was perfect. It coincided with the original announcement that a new Muppet film would be coming to theaters.
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