Case Studies

Background

Opening on May 29, 2009, Disney/Pixar’s 3-D movie “Up”, is a comedy adventure about 78-year-old balloon salesman Carl Fredricksen who finally fulfills his lifelong dream of a great adventure. Carl ties thousands of balloons to his house and flies away to the wilds of South America.

The Barclay Advantage

Barclay utilized an extraordinary media event created by Disney to garner media attention in Phoenix. The event simulated Fredricksen’s ballooning adventure. More than 100 giant colorful balloons were filled with helium and tied to an armchair which was staged at Wesley Bolin Plaza in Phoenix. Media guests were invited to sit on Carl’s armchair and steel cabling was used to raise them (ever-so-safely) 40 feet into the air. Reporters brave enough to sit in the chair were able to see the city of Phoenix and the State Capitol. The publicity stunt was hosted by a Disney spokesperson along with ballooning experts from Albuquerque, New Mexico.  The creative approach and the use of a high traffic location generated a tremendous amount of exposure for the film.

Results

Coverage was secured from three television stations, four newspapers and numerous radio outlets throughout the marketplace. Even the chief of police and local VIPs had the chance to go “up” for a ride.