Transmedia for The Muppets
Children’s entertainment giant Walt Disney is well-known for its lavish, creative and all-encompassing marketing campaigns for up-coming blockbuster releases (see our coverage of Tron). And now it’s employing a similarly dedicated run for the return of iconic comedic TV puppets, The Muppets.
Released today (November 23 2011), The Muppets were on a long-running screen hiatus before American comedy actor Jason Segel strove for their revival by writing and starring in the latest franchise film. To market the rebirth of its classic brand, Disney has leveraged social media and mobile platforms alongside the traditional product collaborations – giving The Muppets a digital relevancy.
The Tap Tap Muppets App highlights the musicality of the brand, while each Muppet character commands its own Facebook page for fan engagement. A Google+ page also pushes content, while the team’s own Twitter account, @MuppetsStudio, is hosted by comedic miser characters, Statler and Waldorf.
In a smart move for Disney – which is once more capitalising on this hot property – the campaign establishes the Muppet characters as real, functioning ‘people’ rather than transient on-screen personas via these digital and social methods.