Our primary goal was to drive fans into theaters to experience Mufasa: The Lion King. To achieve this, our digital marketing campaign celebrated the rich legacy of The Lion King while introducing audiences to a fresh and emotional origin story for one of Disney’s most beloved characters. We crafted groundbreaking social AV spots and dynamic short-form content featuring the film’s cast. To highlight Mufasa: The Lion King as a global phenomenon, we projected Mufasa’s iconic image into the sky (both IRL and virtually) at locations worldwide and created viral social assets that featured voice talent from across the globe, delivering a visually stunning and culturally resonant moment. Additionally, we collaborated with content creators who elevated the campaign with creative contributions. Together, these efforts brought the magic and scale of Mufasa: The Lion King to life, capturing the hearts of audiences around the world and building excitement for the film's release!
We began with a comprehensive strategy a few months ahead of the film’s release to create a multi-social platform experience that would resonate across all demographics and connect with families globally. To captivate audiences, we developed engaging AV spots and short-form content featuring key talent from the film, including Aaron Pierre, Kelvin Harrison Jr., Tiffany Boone, Billy Eichner, Seth Rogen, Mads Mikkelsen, Blue Ivy Carter and Beyonce Knowles-Carter. Additionally, we leveraged the movie’s powerful soundtrack and Lin-Manuel Miranda’s talent to create an emotional hook that resonated deeply with viewers. Resulting in “I Always Wanted a Brother” becoming a top trending sound on TikTok.
To position Mufasa: The Lion King as a global phenomenon, we executed visually stunning digital activations both domestically and internationally. In the U.S., we unveiled a giant 3D Holomesh at The Grove in Los Angeles, featuring beloved characters like Mufasa, Rafiki, Kiara, Timon, and Pumbaa. Internationally, we captivated audiences by projecting Mufasa into the sky using CGI.
The campaign leveraged the film’s star power to enhance engagement. Cast members participated in social media takeovers, offering behind-the-scenes insights. Additionally, several actors attended a Meta x Disney event in New York City, where they discussed the film with an audience of influencers and content creators, who then amplified the evening by sharing their experiences online.
Finally, we captured and shared real-time content from the film’s premiere, including a clip of Aaron Pierre delivering his best roar, which organically garnered over 30 million views on TikTok. These bold initiatives not only captured public attention but also created memorable, shareable moments that reinforced the film’s iconic imagery and global appeal.
We further amplified the campaign by partnering with content creators who infused their own creative energy, ensuring the content remained fresh, relatable, and engaging for diverse audiences. These efforts worked together seamlessly to build excitement and anticipation for Mufasa: The Lion King on a global scale, making it an unforgettable cinematic event.
Our digital campaign for Mufasa: The Lion King successfully met our objectives by driving significant and continued buzz for the film, ultimately capturing the attention of global audiences. Through our multi-platform strategy, we celebrated the legacy of The Lion King while introducing Mufasa’s emotional origin story in a fresh and engaging way. The campaign’s creative digital activations, such as projecting Mufasa into the sky around the world and showcasing the 3D Holomesh at The Grove, generated shareable moments that connected with audiences and gained viral traction on social media.
In addition, our dynamic AV spots, short-form content featuring the film’s cast, and collaborations with content creators helped us generate widespread excitement and conversation online. Despite stiff competition at the box office, we achieved several viral moments that elevated the film’s presence, from leveraging Lin-Manuel Miranda’s music to utilizing global voice talent. These efforts not only drove engagement but also solidified Mufasa: The Lion King as a must-see cinematic event, proving the success of our campaign.
