The Lion King:
West End Distribution
- Client
- Disney
- Sector
- Theatre & Live Performance
- Services
- Hand to Hand Distribution, Brand Ambassadors, Content
Putting the show in the hands of the people walking past it
Disney needed awareness for The Lion King in London's West End. We worked Soho and the theatre district with branded ambassador teams handing print and merchandise directly to the public, chosen for footfall and for how close that audience already was to the box office.
Street level, one conversation at a time
A hand to hand strategy meant every item went to a real person rather than onto a rack. Ambassadors distributed branded material, T-shirts, flags and collectible keepsakes, and talked to people about the show while they did it.
Local West End performers joined the team, which gave the activation credibility with an audience that knows the difference between a promoter and a performer.
Print into digital
We filmed vox pops and reactions on the street and cut them into short form social content, so one distribution run produced both the physical touchpoint and the digital proof.
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