1000 miles.
4 influencers.
3 days.
2 cool cars.
1 Route 66.
In the summer of 2017, Disney and Pixar wanted to reach young adult audiences and reconnect them with the Cars franchise. We developed a high-octane, influencer-led activation with Cars 3 at its heart. A road trip from Seligman, AZ (the real-life Radiator Springs) to Pixar Studios in Northern California. Celebrating the themes of the franchise with challenges and activities along the way.
The mix of top content creators enabled Disney to engage with a variety of large young adult audiences in the build-up to the movie’s UK release.