Disney has signed a deal with car brand Seat that will see the launch of a joint multichannel push for summer blockbuster Pirates of the Caribbean.
The deal is the first cross-partnership agreement since the entertainment company launched integrated marketing division Disneymedia+ last month.
Co-branded activity will break across online, TV, PR, the film’s cinema release, merchandise and Pirates themed events in Seat dealerships throughout the UK. The campaign will focus on the car brand’s Alhambra people carrier model.
Seat will also have a presence at the UK premier of Pirates of the Caribbean: On Stranger Tides.
As part of the deal, Seat will use footage from the film, starring Johnny Depp and Penelope Cruz, in a TV campaign.
Charlie Coleman, general manager of promotions for The Walt Disney Company EMEA, says the Seat partnership is “completely indicative” of what Disneymedia+ can offer brands in the UK.
“We have the ability to access the entire Disney universe and identify the areas and content that would connect best with a brand’s audience demographic.”
Disneymedia+ was formed to increase the number of integrated multiplatform commercial deals between Disney’s TV shows, films and characters and brands.
It serves as a single point of contact between potential brand partners and every area of the Disney empire.